Premium beauty brand Clinique, will tomorrow unveil a social media activated art installation known as ‘The Orb’, in the centre of London’s buzzing Covent Garden.
Standing at eight metres above the ground, the four metre round sphere will glow brighter with social media mentions that use the hashtag #CliniqueGlow. As the clocks have just gone back, and the days are becoming shorter, Clinique will endeavour to brighten up the centre of London. The Orb is seen as a physical representation of the healthy skin glow Clinique is renowned for, and will see Covent Garden shining bright.
Every hour The Orb is glowing, participants will have the chance to win Clinique’s latest product –the Clinique Sonic System Purifying Cleansing Brush priced at £79.
The installation coincides with the recent launch of Clinique’s first UK pop-up store in Covent Garden: the “great skin lab” which opened on Friday 24th October. With over 700sq ft of retail space, customers can experience first-hand, a day in the life of their skin, by traveling through an interactive journey that stimulates senses through digital experience pods,
Portas, the agency founded by the UK’s foremost customer champion Mary Porter, conceptualised and produced The Orb. Speaking of the innovation, Managing Director of Portas, Caireen Wackett said:
“Clinique is a brand known for its innovation and the launch of its latest Sonic Purifying Cleansing Brush is no exception. Therefore, we needed a creative idea which would live up to this. The Orb was created, not only to as a visual spectacle and to communicate the benefits of using the Sonic Purifying Cleansing Brush, but also as a means for Clinique to interact with consumers in an entirely unique and engaging way.”
The Orb is an example of how brands are becoming more engaging with consumers. It will glow at East Piazza, Covent Garden for two days only, active between 10am – 9pm on Friday 31st October and 8am – 8pm on Saturday 1st November.