With Spring/Summer approaching, McArthurGlen Chesire Oaks Designer Outlet invited shoppers to rediscover the JOY of dressing up by hosting free events and activities over the season in their latest campaign, 'The Great Dress Up', which took place Thursday, 25th April - Sunday, 12th May.
The pop-up event was within the Spring Garden of McArthurGlen Chesire Oaks Designer Outlet, and our Gallery Plus shipping container conversion provided the hub and centre stage for the campaign. It was here fashion and beauty consultants and workshops took place.
On weekends, 26-28th April and 4-5th May, participants could have a free colour analysis with Colour & Style Therapist Kate Harrison for more educated choices around fashion, beauty and accessories based on complexations, skin tones and other factors. On the weekend, 10-11th May, attendees could book a free one-to-one with a Beautician.
The campaign was conducted by Dare Productions, inspired by our previous client work from Plant Designs for Clerkenwell Design Week, which saw our Gallery Plus container conversion graphic wrapped in large-scale mural artist Lous O'Hara.
Similarly to the inspiration, the Great Dress Up shipping container conversion was graphic wrapped in different waves of pink. The back of the container read, "Welcome to Joy", and the front, "Spring at Cheshire Oak Designer Outlet". Outside the container were seating areas for further discussions, as well as swings, artificial grass and flowers for ample spring-inspired photo opportunities.
Colourful brand activations grab attention
Like colour analysis on people, the colour of the activation is an extension of the campaign and can reflect good or bad on the brand. Colourful activations grab attention, create excitement and engage audiences, making crowds want to visit the installation and remember the event.
Pink is generally associated with femininity, but the colour also communicates creativity, imagination and wisdom. Lighter tones of pink are perceived as delicate and sweet, which is why the colour is ideal for beauty brands and The Great Dress Up campaign.
Although the event has ended, the shipping container conversion remains at McArthurGlen Chesire Oaks Designer Outlet until Sunday, 26th May.
For more information on Gallery Plus or shipping container conversions for events, call The Events Structure on 0161 821 1010. We create event spaces to your exact requirements.