Pop-ups have become an important addition to the fabric of retail in the post-pandemic era. But rather than the norm of taking over existing empty spaces, the temporary store has moved into new territory.

Purpose-built, prefabricated standalone units taking over strategic retail positions are now the choice of some major names wanting to make a statement. The latest is luxe beauty brand Jo Malone London, which has launched an immersive holiday pop-up in Covent Garden’s central Piazza to be followed by another in the heart of Edinburgh next month.

Inviting visitors to experience ‘The Jo Malone London Christmas Show’, the London space opens until 24 November offering “a festive journey filled with seasonal scents, interactive games, and exclusive gifts” including fragrances, candles and diffusers.

Set within a standout golden structure, visitors are invited to become immersed in a gameshow-inspired atmosphere, “bringing Jo Malone London’s signature holiday storytelling to life”.

Following its Covent Garden run, the pop-up then moves to St James Quarter in Edinburgh across 5-15 December.

Rachel Baker, VP GM of Jo Malone London UK & ROI, said: “Christmas is the most magical time at Jo Malone London. This year we want to invite our consumers to step inside The Jo Malone London Christmas Show, an immersive pop-up experience offering theatre and elevated storytelling beyond our normal retail environment. 

“We know there is high consumer interest in interactive eventing, blending product with hands-on exploration, which helps to create an emotional connection with a brand. The pop-up’s shimmering golden structure brings to life this year’s show-stopping campaign, complete with an interactive photo booth, spin-the-wheel activity, and resident gameshow host for added animation.”

This year’s festive pop-up was created in collaboration with experiential agency Backlash.