Dusk celebrates Wonka launches immersive pop-up
Jeremy Taylor: 'We’re all about fragrance so we wanted to transport people back to their childhood to help realise their dreams of what Willy Wonka's factory would smell like!'
Dusk, home fragrance and candle retailer, unveiled a pop-up installation to mark the launch of limited-edition Willy Wonka & The Chocolate Factory collection at Sydney’s Queen Victoria Building in July.
Developed and executed by The Park’s Sydney team, the “Whiff & Wonder” experience featured interactive scent tubes representing the range’s seven product flavours, along with a display wall of candles, room sprays, and bath and body items. Music from the classic film and themed décor added to the nostalgic atmosphere.
The two-week activation drew over 15,000 visitors, with peak attendance during lunch and after-work hours. Around 8,000 attendees received sample products through a “spin and win” activity.
The two-week activation drew over 15,000 visitors. Around 8,000 attendees received sample products through a “spin and win” activity.
"When you think of Willy Wonka and you think of playful experiences, this activation did just that," Jeremy Taylor, chief marketing officer at dusk said.
"We’re all about fragrance so we wanted to transport people back to their childhood to help realise their dreams of what Willy Wonka's factory would smell like!
"We are really happy to partner with The Park and Ainslie Walker for fragrance to bring this interactive pop-up to life to celebrate this new range. Whilst we knew this activation would spark some excitement, we are thrilled with the results," Taylor added.
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Jeremy Taylor: 'We are really happy to partner with The Park and Ainslie Walker for fragrance to bring this interactive pop-up to life to celebrate this new range.'
Erika Morten-Allen, MD of The Park Sydney, added: “Working on this campaign we all felt like we’d won a golden ticket!
"Dusk is well known for creative collabs and Willy Wonka is the ultimate in imaginative storytelling, so it really is a match made in heaven.
Combining colour, play and delicious smells, meant everyone was transported back to our childhood for a few minutes," Morten-Allen added.
