Retail Theatre Example - Anya Hindmarch

To celebrate the Queen’s Jubilee, Anya Hindmarch created a ‘Queen for the Day’ in-store customer experience.  Shoppers were invited to strike a regal pose and have their photograph taken with the label’s Bespoke Maud clutch. Using a clever backdrop and a selection of royal-themed props including tiaras, earrings, gloves, an orb, pearls, sashes and cut-out corgis, shoppers could really have some fun in-store and take home their framed photograph and a cake wrapped in a takeaway box. Refreshments came in the form of Union Jack cakes and gin and tonic jellies. The winner took away their very own Maud embroidered with their initials.

By interacting with customers to take photos of themselves in fun yet relevant competitions is a way to invoke play and also curiosity.