Jo Malone London is leaning into its heritage to accelerate its growth with a British seaside-themed pop-up opening in the UK this week.
The Raspberry Ripple Pop-Up Experience claims to “bring the British seaside” to the banks of the River Thames, London, showcasing the luxury fragrance brand’s new Raspberry Ripple scent – inspired by the classic English ice cream flavour.
Taking place on the South Bank from 3 to 6 July, the activation promises British seaside nostalgia, featuring a series of colourful beach huts inspired by the new fruit cologne – which is formulated with juices of raspberries and redcurrants paired with white musk.
Visitors can also create their own retro bunting, take a seaside postcard-style photo moment, browse the new fragrance and enjoy a scoop of raspberry ripple ice cream.
“The limited-edition collection captures all the magic of sandcastles, sunny spells and scoops of a childhood favourite [ice cream],” read a statement from the brand.
“With sharp-scarlet juices of lush raspberries and redcurrants swirling through white musk, calling to mind the nostalgic ice-cream flavour.”
This is not the first time Jo Malone London has combined its Britishness with nostalgia to deliver a winning product launch.
The brand developed a limited-edition fragrance in collaboration with children’s literary character Paddington Bear last year.
The product was inspired by the bear’s favourite snack – marmalade sandwiches.