candle power

Candle Power was a 5340 sq/ft seasonal pop-up shop in SoHo designed to ignite the senses through scent, sight, sound, and touch. 

Having just been acquired by Newell Brands and under a new home fragrance division, Yankee Candle sought to expand their urban market share, modernize the home fragrance shopping experience, and drive relevancy among Millennial’s. The insight tested: Millennials value experiences over things. 

Using the 5E framework (Entice, Enter, Engage, Exit, Extend) we designed an immersive experiential environment to drive trial, build brand awareness to the Newell Brands home fragrance portfolio, and engage new consumers. The iterative process exposed and advanced opportunity areas by understanding target audience and testing the insight to drive traffic. 

Working with cross-functional teams, this study on urban dwellers spawned this massive pop-up shop with interactive installations, designed as backdrops to frame Instagrammable moments for guests to tag, upping the brands cultural relevancy. The 10 immersive exhibits were designed to demonstrate and celebrate the emotional power of candles, to convey to consumers that candles have the power to transport and transform through the fragrance experience. Signature, market proven fragrances were featured. 

RESULTS

PR Platinum Award: Event Marketing. Highlighted for innovative storytelling and creativity.

Garnered over 300 million social and media impressions, exceeded its target by 400% 

Featured in a WGSN trend report

team

Kristen Branch
Hope Leinhart
Julianne Spafford
Judy Jasper
Nancy Sacco
Newell Design Partners

credits

Stark