Inside Lush's new Shrek-themed pop-up in London

Lush is celebrating the launch of its new Shrek collaboration with a fairground-inspired pop-up in London's Soho.

Running until 3 May 2024, the space is based on the film's fictional city of Duloc and is designed to make visitors "feel as though they have stepped into a fairground far, far away".

It features interactive games for children and adults alike, with the opportunity for guests to win Lush x Shrek product prizes.

Activations include 'Hook a Donkey' and HoopLa games, as well as various photo opportunities, including an enchanted magic mirror.

Visitors can also purchase products from the limited-edition Lush x Shrek collection within the space at 67-71 Beak Street.

Inspired by Shrek’s journey from a self-loathing to a self-accepting ogre, the new collection aims to bring joy and Shrek’s irreverent humour to the worlds of beauty and wellbeing.

The line-up includes a Get Out Of My Swamp shower slime, Shrek Swamp bath bomb and Fiona shower gel, complete with new and exclusive fragrances, as well as returning favourite scents for a Gingy bubble bar and Donkey bath bomb.

Melody Morton, Creative Concepts Director at Lush, said: "I love how Shrek is a family film I enjoyed when I was in my teens and now my own teenager loves all the meme culture of Shrek today.

"It’s a classic film that celebrates self-love and was an obvious fit for a Lush collaboration. It’s perfect for some swampy self care."

For those unable to attend the pop-up, consumers can also enjoy a new 'Book a Swamp' spa experience, exclusively at the Edinburgh Lush Spa, which opened earlier this year.

From today, 25 March, spa goers will be able to wallow in the brand's immersive private bathroom themed around the film's opening sequence, when Shrek showers in mud, brushes his teeth with goo and blows bubbles in his pond.

It marks the latest entertainment-inspired collaboration from Lush, having previously partnered with Barbie, Stranger Things, and The Super Mario Bros, amongst others.