Working with local social enterprise The Shoebox, we created an immersive pop up in the form of a giant shoebox, and landed it in Norwich's Castle Quarter over October half term.

At the most basic level, an aim to turn heads and grab the attention of passers-by formed the first layer of our project with  The Shoebox Experiences. Doing so in the form of a giant shoebox, coated in core brand assets, supported brand awareness while creating a sense of mystery – prompting curious visitors to question ‘what’s in the box?’

Inside, guests are taken on a mini discovery of some of the Shoebox’s key tours. 

A warm, lantern-lit environment immediately created a sense of atmosphere for guests, and contrasted with the bright exterior. We added in subtle sensory touches and interactive elements to each tour ‘zone’ – from a whisky scented aromatiser within the ‘Tipsy Tavern’ area, to projection tech and eerie footsteps in the ‘Lantern Light’ section. The team guided guests through each key tour, as well as sharing the backstory of The Shoebox, their Community Hub and the hidden medieval street that lies beneath it. 

After tackling the first challenge of simply being noticed, the installation aimed to capture interest, connect with a local audience and deliver a memorable experience to guests. We combined the experience with a multi-channel marketing campaign across digital, PR, print, and mail, making prospects more likely to recognise The Shoebox when they’re looking for a unique experience in Norwich. 

The creation of the giant shoebox brought together our entire team (across marketing, design, and production), with Castle Quarter, local connections, press, and the team at The Shoebox, in a truly collaborative project for a fantastic cause.