Prada – Paradigme
Prada Kiosk: the new Prada brand magic for the launch of Paradigme
The Prada Paradigme kiosk invites you to experience Paradigme Eau de Parfum in another way. We brought the kiosk to life in 3 key locations in London, Canary Wharf, Old Spitalfields Market, and Seven Dials warehouse. People are invited to our kiosks to experience the new fragrance by being gifted a Prada “fanzine”, GWP, and fragrance samples. Over the course of the activation, we achieved 600k total footfall/13k samples claimed, and showcased Prada savoir-faire in the UK&I markets. [LINK:https://www.tiktok.com/@lrenegreen/video/7552214185694760247?q=prada%20paradigme%20kiosk&t=1772458564228]
CHANEL – Chance Eau Splendide
CHANEL launched the Chance Street pop-up, an immersive and interactive space allowing visitors to ‘Take a Chance’ while celebrating the new CHANEL Chance Eau Splendide fragrance. The fragrance experience in Shoreditch, London opened from 25th April to 5th May 2025 and attracted close to 3,000 visitors. The outside of the Chance space painted in a bespoke, pop art inspired mural was inspired by the carefree and spirited nature of the new Chance Eau Splendide film. The Chance Street mural echoed the purple hue of the fragrance and the movement of the Chance Eau Splendide bottle. With a full Chance takeover, Chance Street could be spotted from every surrounding street. Inviting guests to step into the neon mystique, the pop-up was a purple-powered fever dream with a whimsical hall of mirrors that echoed the campaign’s setting. Clients could enjoy the fun and relaxed atmosphere whilst enjoying complimentary access to the immersive space. Guests tried their luck at engaging and unexpected games, whilst discovering the sparkling new fragrance. A fragrance discovery bar offered an opportunity to discover the olfactive notes of the Chance collection. As an extra surprise, clients were offered complimentary candy floss. [LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/03/Chance-Pop-Up-.pptx]
Miu Miu – Miutine
From Sept 4–10 2025, Miu Miu unveiled Miutine at Selfridges via a dual-site activation (Duke St Canopy & Hillary Site). Celebrating a “rebel’s spirit, bottled,” the experience captured the irreverent, youthful, and unconventional essence of the Miu Miu woman. As Master Perfumer Dominique Ropion intended, the space invited self-affirmation away from any gaze.
To mirror the classic chypre signature twisted with fruity gourmet cheekiness, we synchronized taste and scent. Visitors enjoyed strawberry matcha and brown sugar lattes, ingredients chosen to echo the olfactory notes and the matelassé flacon. This allowed guests to “taste” the fragrance’s unyielding spirit.
The activation featured campaign face Emma Corrin, the ultimate embodiment of an individual confident in their contradictions. Deepening the focus on identity, the Hillary Site hosted poet Olivia Dodd, who created personalized poems on exclusive postcards. By asking, “If you were to describe yourself with one word, what would you say?” we engaged the unconstrained spirit of our audience. Miutine proved that to be yourself is the ultimate act of rebellion—a quiet storm in a room full of people. [LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/03/Miu-Miu-x-Selfridges-UK-activation.pdf]
Space NK Presents Fragrance Library
Space NK delivered exceptional fragrance growth in 2025, significantly outperforming the market with 32% growth. [PARA] They introduced nine new premium and niche fragrance brands and delivered 16 retailer-exclusive launches. [PARA] Key highlights included bringing Phlur Cherry Stem to life in Covent Garden and the award-winning Fragrance Library activation during National Fragrance Week.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Space-NK.pptx]
CHANEL – Coco Mademoiselle
To celebrate the launch of the new crush fragrance accessory – Coco Mademoiselle Fragrance on Chain – CHANEL executed a unique activation throughout March 2025. Inspired by the campaign film and the mystery-bottle shape, the iconic Coco Mademoiselle photobooth toured across different locations in the UK. From a PR feature with key influencers such as Olivia Neill to selected stores, CHANEL encouraged clients to get photo-ready with a spritz of Coco Mademoiselle. Stepping inside the photobooth, featuring the name of the location, clients discovered the limited-edition purse spray. The true jewellery accessory, composed of a string of glass pearls and a golden chain, allows for use anytime and anywhere. This design lends itself to intuitive, spontaneous application and is ideal for refreshing the sensual, ambery notes of the fragrance or for touching up your scent throughout the day. After discovering this unique accessory, clients had the opportunity to capture their memorable CHANEL moment and share their pictures online or go home with their black and white photo prints. This fun, interactive activation brought the Coco Mademoiselle spirit to stores and drove buzz online.
Chloé – Atelier des Fleurs
The Chloé Atelier des Fleurs collection was developed by master perfumers who have captured the scents of fresh flowers with a sense of elegant simplicity. The scents may be worn alone or blended with others from the collection, offering an infinite number of olfactory compositions to be custom-crafted.
Communication activations for niche collections are increasingly social at heart – beautiful, intimate storytelling served in targeted, private feeds. However, Chloé Atelier des Fleurs had a clear ambition, to be experienced, not just scrolled. To feel instantly iconic and easy to experience IRL.
To achieve this, Edinburgh, an affluent city where premium presence can build fast, was selected as the location for Chloe to achieve full dominance, using multiple OOH formats to curate brand messaging through all the city’s landmark areas, then anchor it with experiential immersion outside St James Quarter John Lewis, an established over indexing Chloe top door, and encouraging footfall within. This visual domination was complimented in all 360 touchpoints from sampling to GWPs, content creators to digital media.
The result was a seamless journey from street to scent to sale, delivered with Chloé-level restraint and craft. A modern luxury launch model: beautifully public, genuinely sensorial and commercially proven. [LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Chloe-ADF-FF-Best-Activation-Award-supporting-document.pdf]
Boadicea The Victorious – Lannosea
We combined crafted animation with cinematic live-action to bring the story of Lannosea to life. The film tells the story of summer love, with the sun personified as the catalyst for transformation. A voice recalls one unforgettable season, when light ignited change and left an imprint that could never fade. The narrator’s words are tender and brimming with nostalgia. The story reveals the warmth of citrus fruits ripening under golden rays, the richness of dates, the kiss of sea salt, and the grounding depth of the earth.
Through these still life moments, the sun’s touch on soil and harvest is revealed, a visual metaphor for devotion, memory and transformation, all distilled into the fragrance of Lannosea. The film is playing in the brand’s Organic Social, Paid Social and CRM channels, in print and out of home media and in the windows and POS of global perfume and department stores from Dubai to Karachi, London to Austin, delivering the brand its best new scent launch ever, in terms of visibility and revenue. Please see the campaign toolkit, hero film and assets here. Direction by Romantix, production by Art Practice, post-production by Time Based Arts.
[LINK:https://www.asset-library.com/s/o/rDwHwU82OmoIkWLQ/64dVotcbfctpuACp/oM6sH6YMf4TgRMmC]
Ariana Grande – R.E.M. Cherry Eclipse
To introduce the fragrance, we partnered with influencers across Instagram and TikTok, carefully selected to reach diverse, highly engaged audiences aligned with the brand. Content was layered across three expert pillars fragrance, beauty and fashion bringing R.E.M. Cherry Eclipse to life through scent reviews, GRWM moments, makeup and fragrance layering, and date-night styling. Each creator adapted the brief to their own aesthetic. Driving conversion was key to the strategy. Trackable links directed audiences to key retail partners including Boots, Superdrug, The Perfume Shop and The Fragrance Shop. To extend reach and support the consumer journey from awareness to conversion, all content was amplified through paid media.
Alongside influencer activity, we delivered elevated always-on gifting to press and influencers, supported by targeted pitching. This secured high-impact coverage with a total circulation of over 44 million.
We ran strong in-store & digital campaigns which were supported by a strong Out of Home TFL campaign across London underground, digital sampling campaign (25,000 vials) and driving traffic through gift-with-purchase incentives. [LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/03/Copy-of-Ariana-Grande-Fragrance-Foundation-deck-2025.pptx]
VYRAO AND AMO PRESENT “ENERGY IS EVERYTHING”: A COLLABORATIVE POP UP ON MERCER STREET
With the opening of its first-ever physical installation, Vyrao invited the public to step inside and experience its universe firsthand. The Vyrao x AMO pop-up encapsulated energy, movement, colour, and artistry, marking AMO’s first-ever partnership with a beauty brand.
Conceived as a space for community, connection, and sensory immersion, the pop-up engaged audiences beyond traditional retail. Every aspect of the design was intentional, including the use of totems to present all ten fragrances. Traditionally, a totem is an object that is believed to have sacred significance; here, symbols derived from energy waveforms were used to bring the world of Vyrao to life.
The installation became a living space for shared experiences, with cacao served daily throughout its run. Visitors participated in wellness sessions including cacao ceremonies, breathwork and reiki, alongside one-off experiences such as a laughing meditation and a Halloween celebration with Climax Books celebrating Vyrao’s hero scent, Witchy Woo.
As founder Yasmin Sewell articulated, “It wasn’t about shopping. It was a space to slow down, breathe, and feel.” [LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/03/TFF_Vyrao_Pop-Up-Deck.pdf]
Ôrəbella – BLOOMING FIRE
A transportive tropical oasis of Tahitian monoi flower and exotic patchouli, elevated with a radiant bergamot. [PARA] Wrapped in the sun’s golden embrace dreams unfurl like petals reaching into place, each dawn a chance to start anew limitless joy and true self to pursue from the flame the flowers rise expanding horizons toward the sky. [PARA] Nourish your skin + soul: our signature bi-phase formula features two layers that are activated with a shake to infuse with and last on the skin.The power of two: NOURISHING ‘ÔRELIXIR™ BASE.The first layer nourishes with its proprietary ‘Ôrelixir™ base, crafted from hydrating snow mushroom and a moisturizing five-oil blend (camellia, almond, olive, jojoba, shea),while also extending the scent’s potency and longevity. [PARA] AURA-ELEVATING SCENTS:the second layer boosts both mood and aura with memorable blends of aromatherapy essential oils and fine fragrance notes, all crafted from the highest quality, responsibly sourced ingredients.Key Notes:MONOI:leaves behind a radiant, floral, and tropical essence.PATCHOULI:pungent, earthy scent that blends well with sweet notes.BERGAMOT:a sunny, citrusy aroma that mingles with tart acidity. [PARA] “My homage to freedom and dreaming of endless possibilities under the sun.” Bella Hadid[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/OREBELLA-BLOOMING-FIRE-ACTIVATION-OF-THE-YEAR.pptx]