London Islet in the Shopping Mall “Mega Belaya Dacha”

Naruzhka MagazineNo. 140  dated October, 2012, Page 31 - LONDON ISLET IN THE SHOPPING MALL “MEGA BELAYA DACHA”

During one month starting from August 21 visitors of the Shopping Mall “Mega Belaya Dacha” observed bright exhibition booth – pop-up store Debenhams. Structure installation was timed to opening of the first Russian department store of the well-known British network Debenhams. Visitors had a chance to get acquainted with the store product line just in its native environment – in an improvised street of London. Such promo offer was proposed by PR Agency R.S.V.P. and implemented by ad-manufacturing company POSMO3 that designed the concept and manufactured the booth.

This classic concept, which seems to be quite simple at the first sight, as it employs the most popular British symbols - double-decker bus, telephone booth and post box - attracted great interest and attention of visitors, whereas additional decorative elements – park bench, flowered beds and asphalt-like floor covering – evoked a sensation of real London street...

All elements of the booth were called to solve not only an image task, but also to provide maximum purposefulness. Bus was a display case for designer's collections and beauty-products; through its windows one could see the whole range of store’s products and even the built-in LED-screens with a countdown timer. Technologies developed by Interactive Lab Studio allowed anyone to make professional photo in the British telephone booth, which thereafter transmitted directly to the electronic bus windows.

Thus, application of the high-quality materials, competent approach and good idea helped not only to solve the marketing targets, create brand awareness and feeling of waiting for the first store opening, but also just to entertain the shopping mall visitor.