ICON at The O2

Summer of Style at ICON

Bringing the outside in

The Challenge

Drive footfall to the mall  

To ‘bring the outside in’ at ICON Outlet, and shine a spotlight on brands, to demonstrate how we can help our customers to have their best – and most stylish – summer ever.

The Solution

A summer full of events 

BWP delivered an 8-week experience on site, to solidify ICON as the place to be this summer. The installation of the Chillout Lounge became the ‘hub’ for the summer activities with guest DJ appearances, kids crafts, Influencer talks and much more. The fun didn’t stop there as we teamed up with Chop Chop London to offer free hair-makovers as well as celebrity personal styling sessions, with Nicky Hambleton Jones.

The Impact

A successful summer

The Summer of Style delivered a 27% increase in sales across the campaign period as well as 3000+ visits to the Chillout Lounge alone. The impact of the campaign saw a total reach of 3.7 million.

increase in sales
visits to the Chillout lounge
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