Refinery29 has partnered with The Outnet.com to open a festive and immersive pop-up in London with a window that resembles a human-sized snow globe.
Visitors to “All Decked Out” are invited to step into the bespoke window display where various pictures are taken to make their own GIF. The setup evolves throughout the 10-days of the activation with different seasonal themes.
Inside there are also other interactive activities including an arcade grab machine stocked with discounts and gifts, and various Facebook Live sessions featuring influencers and Refinery29 editors. There’s also a mini shop area from The Outnet.com.
“We are constantly looking for the most exciting ways we can speak with – and listen to – our audience. Immersive events continue to be one of the best avenues for Refinery29 to connect with women around the world, so to work with The Outnet.com to use art as inspiration and to reimagine the timeless tradition of unveiling holiday windows while we directly engage women is an ideal opportunity for us all,” said Kirsty Hathaway, Refinery29’s creative director of Europe.
Andres Sosa, The Outnet.com’s executive vice president, added: “With the busiest shopping season of the year now well underway, it felt only appropriate to bring traditional Christmas windows to life through this interactive experience. This partnership gives new and existing customers the chance to experience the brand first hand.”
This is the latest in a growing list of live activations from Refinery29, following the huge success of “Power Mouth” with Nars, along with “29Rooms”, the company’s acclaimed immersive exhibition of style, culture, and technology which launches on December 7 in Los Angeles following a sold-out run in New York.
The All Decked Out pop-up space was created by set designer George Lewin. It is open from Friday, December 8 through Sunday, December 17 at 15 Bateman Street in Soho.