What it had to solve
Deliver a one-of-a-kind launch experience for evian Sparkling in London with global brand ambassador Emma Raducanu hosting the opening
How it works
Three rooms at Protein Studios in Shoreditch: an illuminated evian Sparkling fridge doubling as a secret door, sparkled touchpoints including an iconic London bus, and a wraparound mirrored infinity room amplifying six lifestyle scenes — open to the public February 4-5, 2022.
What it did
The launch event drew Emma Raducanu, the BBC's 2021 Sports Personality of the Year, alongside notable guests; no attendance figures were reported.
Background
To celebrate the launch of evian Sparkling water, evian unveiled a pop-up immersive art installation in London created with multi-disciplinary artist and self-described crystal lover Sara Shakeel, delivered by Brewery agencies freuds and Proud Robinson + Partners. The opening event on February 3, 2022 was hosted by the brand's global ambassador Emma Raducanu, with DJ Louise Chen playing and an exhibition of Shakeel's work.
Set in Shoreditch's creative district at Protein Studios, the three-room journey opened on a bright room with an illuminated evian Sparkling fridge at its end — disguised as a secret door into the installation. Inside, guests found content-creation opportunities everywhere: sparkled touchpoints including an iconic London bus, and a wraparound mirrored infinity room endlessly amplifying the sparkles of six lifestyle scenes.
evian beverage category director Gemma Morgan said the experience 'perfectly encapsulated the essence of evian Sparkling', while Shakeel called it 'the ultimate of partnerships'. The installation then opened to the public free, first-come-first-served, on February 4 and 5, 2022.
Why it lands
Sparkle is a sensation, not a feature — an artist famous for turning everyday scenes into crystal collages made it visible
A room of content-creation touchpoints turns launch guests into the campaign's media
Hosting through Emma Raducanu tied the launch to a fresh, high-profile brand ambassador
Opening free to the public over a weekend extended the launch from press moment to foot-traffic experience
What you can take
Launch an ingredient-less claim like 'sparkling' by making it physical: the product's sensation becomes the venue, and every room doubles as shareable content.
Since then
The installation ran February 4-5, 2022 at Protein Studios following the Raducanu-hosted launch event, as part of the evian Sparkling rollout delivered by freuds and Proud Robinson + Partners.
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