the flagship rooftop destination
Transform John Lewis’ flagship Oxford Street store for its 150th anniversary with an experiential activation to appeal to the new ‘time-short urbanite’ audience.
Insight showed that John Lewis’ resonance amongst 25–45-year-olds was waning, with sexier stores winning millennial attention and share of wallet. John Lewis’ 150th anniversary was the opportunity for an experiential agency to re-position the Oxford Street store as THE flagship for younger urbanite consumers — with new restaurants, updated showcase spaces throughout the store, and even the potential for a rooftop activation.
To tap into the millennial, urban wilding trend with the ultimate, summer, rooftop garden. As John Lewis’ experiential events agency, we worked with a Triple RHS & Chelsea Gold medal-winning landscape designer to create the space and partnered with Michelin Star chefs and vendors including Background Bars, Rossopomodoro, Joe & The Juice and Hotel Chocolat. To drive brand engagement, the space hosted 40+ John Lewis stocked brands, delivering events from beauty mornings and yoga practices to tech immersion and World Cup screening events.
While originally designed as a temporary pop-up, the footfall and sales uplift-driven made the roof space into a permanent fixture, with an ongoing calendar of events & pop-up restaurants. As an additional bonus — 3 infamous John Lewis Christmas campaigns were brought to life in the winter creating a magical, rooftop-wonderland brand experience.
“Creating a legacy for Partners and customers that we are immensely proud of. The team has a deep understanding of our brand and consumer so were able to create a celebratory event programme over the (1st) Summer period that helped contribute to an uplift of 8.6% over the campaign period. We look forward to seeing our Rooftop Garden evolve over time and grow into one of London’s top destinations.”
JOHN LEWIS Head of Marketing, Brand & Social
opportunities to see
supported sales uplift