A Ruby-link Eye Catcher in London

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At a time when big stores are closing at pace, there has rarely been a moment when the ‘small is beautiful’ phrase is more apt. And perhaps with this in mind, it is worth noting a two-day pop-up that appeared on the Observation Point on London’s South Bank last week.

This was a rose-pink cube, whose sides were formed of internally lit panels that gave a glow to the whole structure. Within, a deeper hot-pink formed the setting for the launch of the Magnum Ruby, a new variant on the ice cream on a stick from brand-owner Unilever.

A soundtrack and an infinity mirrors (as well as ice creams) was intended to lift the mood of those venturing inside and to judge by the amount of coverage that the stunt generated, this was a successful ‘activation’.

Single product spaces that act as ‘shops’ frequently capture the eye in a way that multi-item stores do not and as an exercise in saying ‘look at me’ the Magnum Ruby Room was an object less in what is possible.