To promote the NXSports range and to support the ‘Add Spring to your Step’ campaign, Next has opened the Feel Good Gym at intu Merry Hill. Customers can browse the NXSport range and Branded Sport displayed in ‘locker rooms’ and on mannequin displays where brand ambassadors are on hand to educate customers on the features and benefits of the range. The pop-up has been designed in collaboration with retail experience agency, Blacklash Creative.
Visitors can step on to the Way-heyy scales that give customers encouraging messages such as ‘Strong’ and ‘Radiant’ and take selfies in the mirrors filled with positive quotes.
The main activation sees customers invited in to the central arena where MC’s encourage guests to ‘Add Spring to Their Step’ by creating a jumping Boomerang video to share on social media, and then have the chance to jump and grab one of many prizes hanging from the ceiling in envelopes.
‘We realise that consumer’s are looking for more from brands and retailers. Retail experiential is a massively important tool for reaching out to consumer’s to engage them more deeply in the Next brand,’ says Jessica Guest, assistant events manager at Next.
Katie Peake, creative director at Backlash Creative, adds: ‘It is great to work with a brand that appreciates the importance of true retail experience and is willing to push creative boundaries to entertain their current and future customers.’
