British luxury brand Mulberry has partnered with innovation consultancy TheCurrent to create an interactive retail experience that will travel around its stores during the festive season.
The initiative, which is tied to the brand’s #MulberryLights campaign, celebrates how light, colour, shapes and people come together to “create a modern British Christmas”.
It is anchored by a vending machine that will appear in stores in London, Leeds, Manchester and Edinburgh, designed to reward participation, amplify social engagement and capture data. The experience invites users to share their lights-inspired images with the hashtag #MulberryLights, to gain instant access to the prizes stored.
Rewards on offer include small leather goods, stickers and festive chocolate, and each day one customer will get the chance to win the top prize of a £1,000 voucher. All entrants get the chance to enter to win a further £5,000 to spend on gifts at the luxury brand.
Liz Bacelar, CEO of TheCurrent, which is an innovation consultancy seeking to transform how fashion and luxury brands intersect with technology, said Mulberry had approached it seeking a creative and interactive experience that would help drive store footfall during the holiday period.
“Smart vending machines are currently having a moment in retail; creating incredible engagement with fans as well as relevancy in a noisy and overly saturated market. With a portfolio of thousands of startups and top technologies from around the globe, TheCurrent was able to quickly identify the ideal partner to co-create the #MulberryLights concept. This is another example of how open innovation – collaboration with external partners – is the most effective route to real innovation,” Bacelar said.
The installation will be in Mulberry’s Regent Street flagship from today until 18 November. It kicks off with an immersive pop-up light experience, alongside drinks and live music while the Regent Street lights are turned on. It then travels to Leeds on 22-25 November Manchester on 26-28 November, and Edinburgh 29 November – 2 December. A second machine will also appear in New York in December.