Lacoste has transformed its Champs-Élysées flagship into an immersive seaside escape for Summer. The activation spans window displays, in-store props, and visual merchandising, all anchored by a bold hand-painted red-and-white stripe. Underwater vinyl wraps, a striped diving platform, beach tennis paddles, and oversized parasols combine to turn the entire flagship space into a sun-drenched Riviera daydream.

SKIMS unmasks its first-ever UK flagship with massive new hoarding on London’s Regent Street. Marking the official countdown to a Summer 2026 launch, the striking street-level installation wraps the former Ted Baker site at 245–247 Regent Street. The newly erected facade serves as a high-impact statement, signalling the brand's shift from temporary pop-ups to a permanent, 12,000-square-foot flagship.

Moncler's global "Puffy Summer" campaign has landed at its Chengdu Taikoo Li flagship store, continuing a journey that has already captivated Milan and Seoul. The takeover translates the brand’s signature voluminous, puffy aesthetic into a lightweight, sun-soaked language. A giant inflatable octopus greets guests at the entrance, while an immersive underwater wonderland of whimsical seahorses, crabs, and flamingos fills the windows and interior spaces.

Peroni transformed Covent Garden into a 3D Renaissance masterpiece with "Il Fresco di Peroni". This immersive installation used forced perspective to turn a 2D mural into a physical world guests could step into. Visitors were served fresh pints by illustrated "beer-bearers" pouring directly from the artwork. Blending classical marble textures with modern Italian style, the space celebrated the ritual of aperitivo.

Barbour reimagined its heritage at Loch Ness with a high-concept takeover at Aldourie Castle. Moving beyond static launches, the first-ever Tartan Supper Club blended traditional countryside activities with modern luxury. This multi-day experience featured an intimate sunset supper, layered tartans, and a performance by a local pipe band. It marks a strategic shift toward experience-led engagement, prioritising community and authentic storytelling over traditional campaigns.

Oner Active took over London Marathon weekend with its "Oner Your Recovery" van, a chrome-finished sanctuary in Covent Garden. Reimagining the support truck, the space offered a high-impact recovery hub for female athletes. Over 600 visitors soaked up the vibes, with 100 finishers unlocking "Oner Toolboxes" packed with gear and beauty essentials. The activation turned post-race fatigue into a high-vibration celebration of community and female strength.

Charlotte Tilbury’s Pillow Talk universe takes over Dubai Mall’s Star Atrium with the "Pillow Talk in Bloom" pop-up. This floral sanctuary redefines retail through immersive visual merchandising, expert consultations, and interactive games. Featuring the new Blush Balm Lip Tint and viral Beauty Soulmates Palette, the activation blends digital magic with tactile experience. It’s a masterclass in experience-first retail, turning foot traffic into deep community connection.

Veuve Clicquot illuminated Milan Design Week with "Chasing the Sun," an immersive takeover of the Mediateca Santa Teresa. Created in collaboration with "Architect of Joy" Yinka Ilori, the installation celebrated the sun as a universal symbol of optimism. Visitors were invited into a vibrant world defined by Ilori’s signature bold colours and patterns, all rooted in the Maison’s iconic "Clicquot Yellow" and two centuries of solar identity.

La Double J distorted reality for Milan Design Week, turning its Via Sant’Andrea flagship into a "metaphysical sanctuary." The activation, titled "Size Matters," centred on a series of iconic, oversized homeware sculptures inspired by the dreamlike proportions of René Magritte’s surrealist works. Hand-crafted by Viareggio carnival master Luca Bertozzi, these extra-large pieces challenged our perception of the domestic, scaling familiar objects from Mini to Maxi to elevate the

CNC Agency reimagined the beauty counter with the YSL Beauty Lovestore, a high-fashion "bodega" touring the US. This neon-lit pop-up blended street-style grit with Parisian glam to debut the Lovenude collection. Visitors enjoyed beauty gumball machines, receipt photo booths, and MUA transformations. Strategically placed steps from Sephora, the activation turned foot traffic into instant sales, proving the future of luxury retail is immersive, localised, and shoppable.