In pictures: Marc Jacobs' Dream Room launches in Westfield London


Agencies Fuse Sport & Entertainment and ClinkClink have created an immersive activation in London's Westfield White City for designer Marc Jacobs, to celebrate the launch of his new perfume.

The Dream Room, inspired by the Daisy Dream fragrance, gives shoppers the chance to immerse themselves in their own dreams while enjoying a glamorous sampling experience. IPads are on hand for consumers to upload their dreams to the brand’s online Dream Capsule, in a bid to win a shopping trip to New York.

Mini deluxe handbag samples of the fragrance will be available to take away, while cloud-shaped cookies will also be on offer. A glossy photo of the experience can also be emailed to guests to be shared on social media.

The installation is located in the main atrium of the shopping centre and is open until 30 July. Fuse and ClinkClink worked in partnership with media agency OMD UK, which created the corresponding online campaign, and visual merchandising agency Edge Retail, to create the custom-built activation.

Lucy Humphreys, senior account executive at Fuse Sport & Entertainment, said: "Raising awareness and driving consumer interaction with the Marc Jacobs brand has been the central objective of this integrated campaign. Already we have had over 3,500 people visit the Dream Room, exceeding all expectations."

Natalia Stathopoulous, brand manager of Marc Jacobs at Coty Prestige UK, added: "The Dream Room and the interactive Dream Capsule campaign typifies the type of experience we want to offer our customers, transporting them into the world of Daisy Dream.

"We wanted to take our online experience offline, helping more people join the world of dreamers by keeping their dreams safe and then sending it back to them in a years’ time, to remind them of their aspirations."

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