TATCHA Forest Awakening
Brief:
Tatcha and Space NK were looking to create an 11-day ‘phygital’ pop-up experience in Covent Garden to raise awareness of Tatcha’s new Forest Awakening collection.
Solution:
It was important to block out the outside world and create a zen-like interior for the brand - their inspiration being the soothing Hinoki forests of Japan.
Visitors began their journey at ‘The Garden of Tranquility’ before experiencing an immersive 4D Forest Bathing meditation, guided through headphones by Japanese Zen monk and Tatcha wellbeing ambassador Toryo Ito. Moving into the calming ‘Room of Wa’ retail space, consumers could then trial and shop the range.
Blending digital into the physical experience was essential to provide a more immersive experience and extend the brand reach. We created an augmented reality experience on the external living wall, bringing it to life with Japanese flowers and birds designed to create shareable content to extend the reach online. This in turn provided data capture and a ‘chance to win’ promotion through gamification.
4,000 guests over 10-days
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