The Brief
Starting the foodie festive season off in true HelloFresh form, the brand team at the famous meal-kit company approached Blimey to deliver its ‘brand room’ at this years The Taste of London: Festive Edition food event.
The perfect opportunity to elevate the brand in an ideal setting that resonates with their demographic, it was vital the space translated their healthy and wholesome ethos completely whilst bringing some seasonal warmth to the immersive brand experience.
As well as a brand activation to increase awareness, the room had to engage consumers and create an inviting atmosphere in which the sales team could engage.
The Solution
Defining three main areas within the space; Blimey ensured that a food preparation and cooking area would entice consumers through discovery, the dining space would enable brand benefit activity, and a laid-back lounge area would create the relaxed atmosphere needed to engage with the sales team.
For the palette a mixture of HelloFresh greens supported by neutral greys and warm tones of copper and wood created the seasonal atmosphere, whilst subtle reminders of the brand through careful lime green use preserved that on-brand festive feel. For the furnishings, simple benches and grey kitchen units preserved the industrial feel of the space, softened by warm oak worktops and relaxed seating areas.
To ensure the space engaged all the senses, Blimey used floristry elements including garlands, wreaths and table centre pieces all sewn with real herbs, cinnamon sticks and dried limes to infuse the room with festive culinary aromas. Softened lighting through candles and tea lights maintained that intimate feel whilst wreath window graphics offered passers-by a sneak peek into the cosy culinary experience.
The Results
On brief, on budget and on time. Blimey delivered.
From concept to install in just 2 weeks, the team created a truly immersive festive experience for the three day Taste of London: The Festive Edition at Tobacco Dock, ready for a staggering 30,000 footfall of Foodie lovers.
