Wonderland UK - Ariana Grande Cloud Fragrance Launch
Objectives & Strategy
Ariana Grande’s latest perfume has been released in the UK and to celebrate, Wonderland Agency worked with The Digital Fairy to design and produce the CLOUD pop up immersive experience in London.
The experience ran across two days at 9-11 Short's Gardens in Covent Garden. Ariana Grande posted coverage of the event to her 144 million followers, generate a hype of crowds hours before the event opened. Over the course of two days, fans experienced exclusive Ariana Grande 3D print nail art, take selfies on a dreamy cloud bed and generally get involved in Ari's world.
Arianators got the chance to sample the perfume as well as take selfies in the immersive space - all set to the soundtrack of Ariana’s new album. Fans said selfies from the experience, and the first 1000 people to be admitted over the weekend will get an exclusive goody bag too. In addition, organise a VIP evening for influencers, press and media on the opening night.