candle power

Candle Power was a 5,340 sq/ft seasonal pop-up shop in SoHo designed to ignite the senses through scent, sight, sound, and touch. Following its acquisition by Newell Brands and integration into the new home fragrance division, Yankee Candle aimed to expand its urban market share, modernize the home fragrance shopping experience, and increase its relevance among Millennials.

Our insight was clear: Millennials value experiences over things. Leveraging the 5E framework (Entice, Enter, Engage, Exit, Extend), we crafted an immersive experiential environment to drive product trials, build brand awareness for Newell Brands' home fragrance portfolio, and engage new consumers.

This iterative process identified and developed opportunities by understanding our target audience and validating insights to drive traffic. Collaborating with cross-functional teams, we created a massive pop-up shop featuring interactive installations, designed as backdrops for Instagrammable moments. These moments allowed guests to tag the brand, enhancing cultural relevance.

The pop-up shop featured 10 immersive exhibits, each celebrating the emotional power of candles. These exhibits demonstrated that candles have the ability to transport and transform through fragrance. Signature, market-proven fragrances were showcased, emphasizing the transformative experience that candles can offer.

RESULTS

PR Platinum Award: Event Marketing. Highlighted for innovative storytelling and creativity.

Garnered over 300 million social and media impressions, exceeded its target by 400% 

Featured in a WGSN trend report

team

Kristen Branch
Hope Leinhart
Julianne Spafford
Judy Jasper
Nancy Sacco
Newell Design Partners

credits

Stark