The one-day Listening Lounge welcomed crowds in London over the weekend with music, giveaways and refreshments
Zuru’s Mini Brands turned up the volume on its Really Works Vinyl collection last weekend with a one-day Listening Lounge pop-up café in London, created by experiential agency Backlash.
A pop-up retro record store, decked out in neon vinyl signage, crates of mini records, and a live DJ spinning mini-sized hits, welcomed crowds on 26 September. With real coffee and real crowds, guests moved through the Listening Lounge to spin the Really Works Vinyl collection on real-size and mini-size record players, all while sipping a free Mini Brands-themed coffee. Espresso martinis will also be serviced during Happy Hour between 12 and 1.
Beyond the lounge, guests could explore the Secret Mini Bathroom Party – a mini party room lit up with lights, music and its own karaoke machine. Freebies included a cute mini print andcomplimentary Mini Brands Vinyl Capsule. To top it all off, the first 100 guests through the doorwalked away with an exclusive branded tote bag stacked with extra goodies.
“We wanted fans of Mini Brands Really Works Vinyl to experience the range in real life – real coffee, real crowds, and a whole lot of mini vinyl magic,” said Nicky Christensen, Senior Global Brand Manager, Mini Brands. “This pop-up is our thank you to everyone who has made the launch such a hit, and just the start of what’s coming next.”
Alice Bird, Midweight designer at Backlash, added: “Immersing ourselves in all things mini to create the Mini Brands Listening Lounge was so fun, inspiring, and precisely why we love experiential and using pop-ups to bring brands to life in memorable, unexpected ways. We wanted to design an exciting and interactive environment for the Mini Brands community to celebrate the music released on mini vinyl, all while sipping on great coffee and enjoying some surprises along the way.
“Whether it’s dancing at the Secret Mini Bathroom Party or feeling the joy of unboxing a Mini Brands Capsule, we want all visitors to leave the experience feeling inspired and loving Mini Brands even more than they did before.”
