Jo Malone London brings festive fun with new pop-up in London and Edinburgh

Jo Malone London has opened a new pop-up, bringing its festive storytelling, seasonal scents and array of gifts to London and Edinburgh for the holiday season.

Taking place in London’s Covent Garden until 24 November, the 'Jo Malone London Christmas Show' will then relocate to St James Quarter in Edinburgh from 5-15 December.

The pop-up experience allows visitors to step through an entrance framed by presents piled high and try their luck with a prize wheel, before moving onto a photo moment.

It also showcases the fragrance brand's festive scents and gifts, from colognes and candles to diffusers and more.

The activation has been developed by creative agency Backlash, which specialises in creating pop-ups, and is not the first festive experience from Jo Malone London.

The British brand also opened a holiday pop-up at Battersea Power Station last year as it sponsored the destination's ice skating experience for the second year running.

Visitors could take a spin around the rink with 360-degree views of a 30 ft Christmas tree, decorated with the British brand's classic cream and black boxes upon its boughs.

Commenting on its latest pop-up, Rachel Baker, VP General Manager at Jo Malone London UK & ROI, told TheIndustry.beauty: "Christmas is the most magical time at Jo Malone London. Each year we surprise and delight our consumers with our festive storytelling, seasonal scents and array of fragrant gifts.

"This year we want to invite our consumers to step inside The Jo Malone London Christmas Show, an immersive pop-up experience offering theatre and elevated storytelling beyond our normal retail environment.

"We know there is high consumer interest in interactive eventing, blending product with hands-on exploration, which help to create an emotional connection with a brand. The pop-up’s shimmering golden structure brings to life this year’s showstopping campaign, complete with an interactive photo booth, spin the wheel activity and resident gameshow host for added animation.

"The pop-up will be located in London and Edinburgh’s most popular shopping destinations, Covent Garden Piazza and St James Square, where theatre and performance run through the very DNA of these iconic sites, perfectly capturing the razzle-dazzle of a Jo Malone London Christmas."