The Creative-First experiential Agency for Shareable Brand Experiences
Creative-First, Experience-Led: Disrupting Physical Retail
As a leading brand experience agency, we specialise in turning brand campaigns into disruptive, physical and tactile environments that challenge creativity and get consumers excited.
We conceptualise, design and install immersive environments that evoke emotion, spark conversation, and drive long-term loyalty and create long-term fans. This is why global brands trust us to push boundaries. Whether you are an independent disruptor or a global brand in beauty, fashion, or the FMCG sector, our mission is simple: to create work that consumers authentically engage with and remember.
Blank Street Coffee
Post Room
P Louise
Boots Launch
Marc Jacobs
Daisy Wild
Tissot
NBA House
Kith
Kith X Wilson Tennis Roadshow
Prada
Banana Balm at Selfridges
We believe the best creative work happens when there is a direct, personal connection between the agency and its clients. At Backlash, we offer a tailored 1-2-1 service, which means that the team you meet in the initial briefing is the same team that will be there on launch day.
Every concept, every visual, and every consumer touchpoint is crafted by our in-house creative team. This allows us to maintain a high level of attention to detail and a "creative-first" philosophy. We have a reputation for being bold and disruptive, often presenting clients with concepts they wouldn't have thought of and ideas that challenge the status quo and give brands the edge.
We are a full-service London experiential agency with global and national clients who rely on us for end-to-end delivery. We handle everything from the first brainstorm to the final installation.
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We create high-impact activations that bridge the gap between a brand and its audience. Our approach is bespoke to each client with a strong focus on creating emotionally engaging concepts that turn passive observers into fans.
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From unexpected and “secret” locations on Greek Street to a high-footfall takeover at Westfield or Liverpool One, we design disruptive pop-ups that drive hype and sales. We understand the nuances and challenges of urban retail, having worked extensively in iconic venues like The Stables in Covent Garden or Old Spitalfields Market.
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If your audience isn't coming to you, we take the brand to them. Our roadshows are designed to increase your brand reach and consistency across multiple locations, ensuring your message spreads far and wide.
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Retail activations are the heartbeat of modern physical commerce. They allow brands to step out of the traditional "shelf" environment and create a space that is entirely their own. However, navigating the world of retail from high-street windows to busy shopping malls requires a fine balance. You have to be disruptive while respecting store guidelines; you have to be creative while being commercially viable.
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We believe that windows and in-store displays are the "silent ambassadors" of your brand. However, if your product launch or seasonal event requires a ‘Shop in Shop’ or Tool Kit, our award-winning VM team will propose the best format to achieve your goals. Having worked for high-end retailers like Selfridges, Harrods, Sephora, and John Lewis we have the knowledge and relationships in place to hero your products in-store.
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Our reach extends across the UK’s major retail hubs such as the Manchester Trafford Centre, Westfield London and St James Quarter Edinburgh. We manage the complexities of installing within major retailers like Boots, navigating the logistics so you don't have to.
Clarins - Sweetspot
We don't just talk about "engagement" we deliver it. To celebrate 10 years of the best-selling Lip Comfort Oil, Clarins challenged us to create something that truly stands out.
We designed and installed a "Sweet Treat Bakery" themed pop-up that leaned into sensory delight and nostalgic charm. The results spoke for themselves:
2,500+ attendees in just 4 days.
146 influencers attended, generating a massive 15M+ social reach.
Crucially, 90% of visitors were new to the brand, proving that a well-executed experience is the ultimate tool for customer acquisition.
As a brand experience agency, our pride comes from our clients' success and the recognition of our peers. We are honoured to have been recognised across the industry.
When you see our creds deck, you’ll see the breadth of what we can achieve. It’s a portfolio built on honesty, high-quality talent, and the courage to be different.
We believe that great work is only possible when the people creating it are supported. Backlash was founded on the principle that establishing a brand experience agency in London will allow us access to an incredible pool of talent, but it should also be a healthy place to work.
We take mental health seriously. All our team members benefit from private healthcare and free therapy. We have strict policies to ensure our team leaves work on time, and if they go above and beyond on a weekend for an event, they always get that time back. A happy, rested creative mind is a highly productive one and that’s exactly what our clients benefit from.
As a leading London experiential agency, we are committed to responsible design. We use Popai Sustain to measure the carbon footprint of the materials used in our builds, ensuring your campaigns are as eco-friendly as they are bold. We also manage all Health & Safety (H&S) and RAMS documentation, so you don't have to worry about the red tape.
If you are looking for a brand experience agency in London with a UK-wide reach and a team who values creativity over marketing jargon and partnership over "the hard sell," we’d love to chat. Whether you are planning a global launch or a niche visual merchandising refresh, our team is ready to show you designs and ideas that will take your brand to the next level.
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Almost everything. Our creative, design, and project management are all handled in-house by our core team. This ensures the creative vision isn't lost in translation. The only element we outsource is the physical construction of the event, where we team up with specialist build-partners under our close supervision.
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While we are retail experts, our heart lies in beauty, fashion, fragrance, and FMCG. We understand the specific aesthetics and consumer behaviours of these sectors, which is why brands like Sephora and Clarins trust us with their launches.
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No. While we are a creative experiential agency based in London, we frequently activate across the UK and beyond. We have a deep understanding of major retail hubs like Manchester, Leeds, Edinburgh, Glasgow, Newcastle, and Birmingham, as well as international experience.
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We look at both "hard" and "soft" metrics. This includes footfall data, sales figures, and influencer reach (as seen in our Clarins campaign), but also qualitative data like brand sentiment and customer feedback.