This Moon-Gazing Station Ties in with John Lewis' Christmas Advert
Laura McQuarrie — November 27, 2015 — Marketing
References: johnlewis & eventmagazine
This year's John Lewis Christmas advert called 'The Man in the Moon' is now being brought into the real world with a rooftop Lunar Lookout.
On the roof of its Oxford Street store in London, John Lewis created an installation where the public can partake in some moon-gazing through a telescope, just as the young girl in its Christmas commercial does. Moon Guides lead guests through the space, which also includes stations for sipping mulled wine and hot chocolate, getting cozy in a decorated snug, as well as learning about outer space with maps to the skies.
There's also a pop-up shop on the roof, which sells the same moon-themed merchandise as a section of John Lewis' department store.
On the roof of its Oxford Street store in London, John Lewis created an installation where the public can partake in some moon-gazing through a telescope, just as the young girl in its Christmas commercial does. Moon Guides lead guests through the space, which also includes stations for sipping mulled wine and hot chocolate, getting cozy in a decorated snug, as well as learning about outer space with maps to the skies.
There's also a pop-up shop on the roof, which sells the same moon-themed merchandise as a section of John Lewis' department store.
Trend Themes
1. Moon-gazing Experiences - The popularity of this Moon-Gazing Station may open opportunities for other brands to create immersive experiences for consumers.
2. Real-life Advert Experiences - Brands may start creating real-life installations and experiences inspired by their commercials as a way to connect with consumers in a unique and memorable way.
3. Pop-up Shop Installations - The success of the pop-up shop on the roof of John Lewis' department store may inspire other retailers to creatively use indoor and outdoor spaces for installations and pop-up shops.
Industry Implications
1. Retail - The incorporation of experiential marketing may help retailers stand out and increase foot traffic, as seen with the John Lewis Lunar Lookout.
2. Advertising - There may be opportunities for advertising agencies to create more interactive and immersive campaigns that can be brought to life through installations, like the John Lewis Lunar Lookout.
3. Hospitality - Hotels may start incorporating unique and memorable experiences, such as Moon-Gazing or other astronomical-themed experiences, as a way to attract guests and stand out in a crowded market.
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