ICON Shopping


London is home to world class retail and entertainment, which means launching a brand-new offer of…well, retail and entertainment is no mean feat. Never daunted by a challenge, we helped Icon at the O2 launch into a space that’s just a bit competitive…

The O2 Arena is one of the busiest in the world, with music, entertainment and sports cosying up together in the capital to draw millions of visitors a year. Everybody knows the O2.

But Icon at the O2, a new premium designer outlet, needed a launch campaign that had the impact and star quality of its sister location, and that told London something amazing was coming. In addition to the main awareness task, we needed to convince people headed to the O2 to extend their trip, and turn their gig ticket into lunch and an afternoon of shopping at Icon before the main event.

The brand proposition of “It’s your stage” was our starting point

We also needed to draw bargain hunters to the designer brands, and keep the brand consistent with the existing O2 experience.

The brand proposition of “It’s your stage” was our starting point, and we developed the creative platform “Live like an Icon” to appeal to the inherent star quality of the location. The appeal of shopping under the same roof as your personal icons, and getting iconic brands at more accessible prices made this a perfect fit. We created a launch campaign worthy of Icon status, and a Christmas campaign as a worthy follow up.

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