fenwick
-department of taste-
various locations, uk
Project Overview
An exciting and immersive, F&B led, in-store activation which invites customers to sample Edible Emeralds; jelly-like sweets that sparkle like jewels and taste extraordinary. A free experience for all, guests were invited into our emerald vault where they could sample their jellies. The vault like structure was in bright emerald green. Inside the walls were clad in mirror, casting beautiful reflections over a large, uncut, emerald.
roles & responsibilities
As creative lead on this project I began concept development , curating touchpoints within the activation that began to shape the physical structure. We developed comprehensive research into the brand to keep Fenwick’s authenticity at heart and generated three tiers of design to suit Gold, Silver and Bronze shop tiers.
For Gold tier I designed an immersive space, Silver was a stand alone column and Bronze was simple displays.
I also designed the artwork for the event, including the packaging and the ‘goodie bags’.
GOLD TIER
The gold activation toured over three Fenwick stores, including their flagship in Newcastle.
The faceted structure took the shape of the iconic emerald , clad with mesh to bring in the high security feel. To the entrance was a large Vault door, signifying the value of what’s inside.
Guests were invited to hand pick their emerald from the display , have it weighed and enter the vault where they experienced an immersive light show that dances around a central emerald sculpture.
SILVER TIER
The silver activation also toured over three Fenwick stores. This was brought to life on a much smaller scale while still maintaining key touchpoints found in our gold tier.
A freestanding column standing proud. To the centre at the front is a glass window with a vault door where guests were able to place their emerald on a Perspex plate and watch the laser lights dance over it.
