← Walk with us: Christmas Retail Report
RETAIL INSIGHT
The Gisou pop-up in Covent Garden takes shoppers on an immersive journey into the DNA of the honey-inspired beauty brand. Founded by influencer and entrepreneur Negin Mirsalehi, the pop up store is a sparkling example of a Gen Z Christmas, complete with Gisou illuminated ice sculpture to ensure no missed photo opportunity for passers by.
Following the success of their NYC pop-up, garnering $21M in earned media value and explosive growth on TikTok and Instagram, Gisou’s physical activations demonstrate their investment in community-first retail experiences, creating buzz and deeper connections with customers worldwide.
Why it works?
The Covent Garden pop-up blends storytelling, product discovery, and unforgettable moments. With limited-edition items, including an exclusive Crystal Edition hair oil, shoppers can engage in a ‘wishing well’ game to win unique prizes. This strategy builds excitement while driving demand, with many limited edition items now sold out online.
Poetry Pharmacy
Lush has partnered with The Poetry Pharmacy to open the world’s first walk-in poetry pharmacy at their flagship Oxford Street store. Born from a shared passion for wellbeing, this collaboration aims to make poetry accessible and inviting, countering the perception that poetry is “difficult, obscure, and not for the likes of me.”
The concept began with a Poetry Pharmacy ambulance, delivering “poems in pill form” to festivals, hospitals, and schools, bringing poetry to those who wouldn’t typically encounter it. This immersive experience is now a permanent edition to the Lush store, offering poetic remedies and restoration for self-care alongside Lush’s iconic products.
Why it works?
With a calming coffee shop, visitors are encouraged to pause, reflect, and discover poetry as part of their self-care journey. This collaboration highlights the power of looking outside your sector for inspiration, to create a truly original retail experience. By uniting wellbeing with poetry, Lush and The Poetry Pharmacy offer a unique destination for restoration and reflection.
