Virgin Pure "Water Challenge"
Retail Pop-Up
We collaborated with the Virgin team to re-do their pop-up stand. Our aim was to rescue mission the activation – how we took an underperforming, poor-quality asset and transforming it into a high-impact, functional retail experience.
From “Storage shelf” to retail standout – Virgin Pure approached us with a critical problem: their existing retail pop-up was failing to deliver. Produced by a previous supplier, the unit lacked the premium feel required for high-footfall locations like Westfield.
The build quality was poor, the electronics were unreliable, and the aesthetic – dominated by drab birch ply – felt more like “warehouse storage” than a global brand activation. Most importantly, the stand had lost its core purpose: engaging the public in the iconic “Virgin Taste Test.”
The strategy for us was to complete a technical and aesthetic overhaul. The mission was to save the existing framework while completely elevating the customer experience.
We began with a vital technical restoration, auditing and fixing the failing electrical systems to ensure 100% uptime in a busy retail environment.
To address the previous drab aesthetic, we moved away from the basic wood finish – engineered custom cladding, and fitted new countertops to create a slick, modern, and professional silhouette that aligned with Virgin’s brand identity.
Heroing the product to bring the “Water Challenge” back to life, we focused on three key areas of intervention:
– The “Water Bar Glorifiers”: We designed and produced bespoke, illuminated display plinths. These “glorifiers” elevated the product from the counter, using light to “hero” the WaterBars and make them the unmistakable focal point of the stand.
– Dynamic messaging: We stripped back the confusing visuals and reintegrated a clear campaign theme. This included a redesigned “Taste Test Scoreboard” to drive community engagement and competitive fun
– Environmental impact: By covering the backs of the units and adding extra cladding, we removed the “unfinished” look, ensuring the stand looked premium from every angle.
The result was an incomparable, freshly restored, and ready for customer engagement. The transformation was immediate.
By replacing static, uninspired elements with illuminated touchpoints and a “hero-first” design, we turned a passive structure into an active experience. The updated stand not only met the stringent fire-rating and safety regulations of major shopping centres but, more importantly, it reignited customer curiosity.
The success of this “rescue mission” led to an ongoing partnership, with Virgin Pure commissioning us to manage and deploy subsequent activations across their high-profile retail estate.
We proved that with the right design methodology, even a failing asset can be transformed into a best-in-class consumer experience.