ICON at The O2
Summer of Style at ICON
Bringing the outside in
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.
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.
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.