cafe onitsuka tiger
pop up cafe
for monopo london
AN IMMERSIVE FRAGRANCE-LED CAFÉ EXPERIENCE THAT TRANSLATED SCENT INTO TASTE, TURNING A PRODUCT LAUNCH INTO A PUBLIC-FACING RITUAL. A SEVEN-DAY POP-UP IN COVENT GARDEN SERVING THOUSANDS OF DRINKS AND INTRODUCING ONITSUKA TIGER’S FIRST EVER EAU DE PARFUM COLLECTION.
GEE.STUDIO DELIVERED THE PRODUCTION AND LIVE DELIVERY OF CAFÉ ONITSUKA TIGER, A PUBLIC POP-UP CAFÉ CREATED TO CELEBRATE THE LAUNCH OF ONITSUKA TIGER’S FIRST FRAGRANCE LINE. CONCEPTED BY MONOPO LONDON, THE EXPERIENCE INVITED THE PUBLIC INTO A BOLD, GRAPHIC CAFÉ INSTALLATION IN THE HEART OF COVENT GARDEN, WHERE FRAGRANCE WAS REIMAGINED AS FLAVOUR. CENTRED AROUND THE IDEA OF WEARING QUIET RADIANCE, THE CAFÉ SERVED FOUR BESPOKE DRINKS, EACH INSPIRED BY ONE OF THE FOUR FRAGRANCES IN THE COLLECTION. SCENT NOTES WERE TRANSLATED INTO TEMPERATURE, TEXTURE AND TASTE, ALLOWING GUESTS TO EXPERIENCE THE PERFUMES THROUGH A NEW, SENSORY LENS. DESIGNED AS A HIGH-IMPACT STREET-LEVEL ACTIVATION, THE POP-UP OPERATED AS A FULLY FUNCTIONING CAFÉ FOR SEVEN DAYS, BLENDING BRAND STORYTELLING, HOSPITALITY AND CONTENT CREATION. THE SPACE BECAME A DESTINATION FOR PASSERS-BY, FRAGRANCE FANS AND CREATORS ALIKE, OFFERING FREE DRINKS, PERFUME SAMPLING AND A VISUAL WORLD ROOTED IN ONITSUKA TIGER’S IDENTITY.
services
PRODUCTION & DELIVERY
SITE MANAGEMENT & LOGISTICS
POP-UP BUILD & INSTALLATION
SUPPLIER & PARTNER COORDINATION
ON-SITE OPERATIONS
PUBLIC-FACING EXPERIENCE DELIVERY
the result
OVER SEVEN DAYS, WE INTRODUCED THOUSANDS OF GUESTS TO THE NEW FRAGRANCE COLLECTION THROUGH A MULTI-SENSORY EXPERIENCE. THE POP-UP SUCCESSFULLY TRANSFORMED A FRAGRANCE LAUNCH INTO A CULTURAL MOMENT, ACCESSIBLE, SHAREABLE AND DEEPLY IMMERSIVE. THE ACTIVATION GENERATED STRONG ORGANIC SOCIAL COVERAGE, WITH CONTENT CREATORS AND THE GENERAL PUBLIC ENGAGING WITH THE SPACE, THE MENU AND THE STORY BEHIND EACH DRINK. BY MERGING CAFÉ CULTURE WITH FRAGRANCE STORYTELLING, THE PROJECT POSITIONED ONITSUKA TIGER’S EAU DE PARFUM AS BOTH CONTEMPORARY AND INVITING, WHILE CEMENTING THE BRAND’S ABILITY TO CREATE EXPERIENCES THAT LIVE BEYOND RETAIL.
photography
MONOPO LONDON