THE CLIENT & BRIEF
Client: PepsiCo, via Ann Squared
Event: Festive retail activation, Oxford Street, London
Installation: A 4-metre (13ft) Christmas tree built from hand-wrapped boxes
Live service: An 8-day branded gift wrapping station for shoppers
Service: Structural design consultation, off-site wrapping, overnight on-site installation and gift wrapping station staffing
The challenge: a 4-metre tree on London's busiest shopping street
Pepsi wanted a Christmas brand activation that stopped shoppers in their tracks: a towering tree made from beautifully wrapped boxes, right in the heart of London's retail district.
Two things made it difficult:
Engineering and scale. Stacking boxes to 4 metres requires careful planning to keep the tree stable, balanced, and striking from every angle.
Tight overnight windows. On Oxford Street, we had to build overnight. The tree needed to be finished and immaculate before the first shoppers arrived.
Our solution: off-site wrapping and an overnight build
Let's Get It Wrapped turned the design into a high-street landmark.
Brand-matched colours. We followed Pepsi's brand guidelines exactly, using high-gloss wraps and double-satin ribbons in electric blue, crisp white and vibrant red.
Off-site wrapping. We hand-wrapped structural boxes at our facility with sharp corners and clean finishes, built to look perfect under the spotlight for the whole campaign.
Overnight installation. Our team built the tree overnight, using a supporting frame to stack the layers in a colour gradient and finishing the top with a custom bow.
The gift wrapping station: 8 days of live wrapping on Oxford Street
Alongside the tree, we ran a Pepsi-branded gift wrapping station for 8 days, wrapping shoppers' presents in the same brand colours. [Our team wrapped gifts], turning a photo opportunity into a hands-on experience that kept people at the activation for longer.
The Results
4 metres (13ft) of hand-wrapped boxes, built in a single night
8 days of live gift wrapping for festive shoppers
A festive landmark that became a photograph hotspot on the street
100% on time: finished and spotless before Oxford Street opened
Planning a Christmas brand activation?
From giant gift box installations to staffed gift-wrapping stations, we design, wrap and build festive activations that get people talking.
