Virgin Pure "Water Bar"
Pop-Up Experience
Virgin Pure sought to dramatically increase brand awareness and product trial for their advanced water purification system through a direct consumer engagement strategy.
We partnered with them to design, manufacture, and deliver all physical elements for a nationwide pop-up shop activation, strategically deployed across multiple high-traffic locations in England, including shopping centres and commercial spaces.
The primary objectives were to create a highly visible, memorable, and flexible system that could be easily adapted to both indoor and outdoor settings while clearly communicating the superior taste and purity of Virgin Pure water.
To meet these objectives, we developed two distinct yet cohesive activation themes: the “Water Bar” and the “Virgin Water Challenge.” The physical assets, all designed in the striking Virgin red and white palette, included a custom-built, modular bar counter to house the water dispensers, branded display shelving, and an instantly recognisable flooring solution using artificial turf. For high visibility indoors, we manufactured large, curved overhead archways and interactive scoreboards for the “Water Challenge.” For outdoor settings, we supplied branded red parasols, bistro tables, chairs, and comfortable beanbag seating, creating a unified and inviting “oasis” feel.
Our comprehensive production scope ensured a consistent and high-quality brand experience across every pop-up location. We managed the manufacturing of every consumer touchpoint, from the functional elements like the dispensing bar and shelving units, to the decorative and promotional items such as the custom A-frame chalkboard signs and branded bins. This centralized manufacturing process was crucial for maintaining stringent brand standards and operational consistency, allowing the Virgin Pure team to quickly deploy and manage the activation across a diverse range of environments nationwide.
The resulting pop-up units were highly successful in driving consumer engagement and product trial. The striking visual design – particularly the bright red furniture against the green turf – effectively stopped passers-by and drew them into the stand. The interactive elements, such as the “How pure are your TASTE BUDS?” challenge, provided a compelling reason for consumers to taste the water firsthand and engage with the promotional staff. The inclusion of comfortable seating in the “Water Bar” concept encouraged visitors to linger, allowing for longer, more meaningful conversations about the product’s benefits.
In summary, the Virgin Pure pop-up experience delivered a powerful example of successful experiential marketing. By designing and producing a fully integrated, modular, and visually arresting set of POS and furniture, we enabled Virgin Pure to effectively bypass traditional advertising and bring the essence of their product directly to the consumer. The project successfully created a high-impact, scalable, and versatile retail environment that facilitated product trial and delivered a memorable brand message across various locations throughout England.