Molton Brown, London-based fragrance experts, is launching its new Vetiver & Grapefruit Collection with a series of eye-catching retail experiences, featuring anamorphic art to create clever optical illusions that represent the tension between the new fragrance’s contrasting notes.
Molton Brown’s master perfumers have a rich heritage in combining imaginative and unusual ingredients to create unique fragrances. For this new campaign, the brand brought in rising designer Peter Tarka, a specialist in pioneering 3D imagery, to work with it on a marketing campaign under the title, ‘Build the Tension’, reflecting the contrasts in the new range.
Molton Brown then appointed creative agency Ready to deliver an experiential and promotional campaign to bring Peter Tarka’s creations to life.
To grab consumers’ attention and drive footfall to Molton Brown stores and concession stands, Ready created large-scale 3D optical illusions which have been rolled out at several shopping centres around the UK. Each one invites those who experience it into a world of rough and smooth textures, stark and soft shapes and gravity-defying objects that reflect the fragrance’s skilful construction.
Shoppers who interact with the experience were offered the chance to enter their details into a prize draw to win a luxury weekend in London. They also received a free 30ml sample of the bath and shower gel product from the new range.
The experience kicked off earlier this month, and has so far appeared at shopping centres in Newcastle, Glasgow, Bluewater in Kent and intu Milton Keynes. It opened at London’s Canary Wharf yesterday and today (May 21st and 22nd) before concluding at Victoria Quarter in Belfast on May 25th.
Ready director Jake Xu says: “Molton Brown are true pioneers when it comes to original perfumery. So when they asked us to deliver a show-stopping retail experience for this launch, we knew we had to push the boundaries and create something unique and original. We’re really happy with the end result, and so are the team at Molton Brown. Working with them and their retail partners has been a great experience.”
Ready, based in Bath, is a multi-disciplinary creative agency specialising in promotional and tactical marketing campaigns which break through the noise of clients’ categories and persuade target audiences to take a desired action.