Celebrating the Clive Christian brand world with Clively’s, a pop-up homage to British tradition.

Mission

Luxury perfume brand, Clive Christian, approached Formroom to design a scaleable pop-up concept for sites like Selfridges, Harrod’s and Saks 5th Avenue. The goal was to celebrate the world of Clive Christian’s exquisite new Red Tea & Vetiver fragrance and, in doing so, create something memorable and unique to the brand. The outcome combines retail and hospitality to create a space that blurs the lines between a high-end fragrance store and a traditional café.

Design

Inspired by the quintessential British caff, our concept introduced the idea of the Clively’s, the Clive Christian Caff, as part of the brand’s global retail strategy.

The space halos the hero ingredient in their perfume, Rooibos, creating unexpected moments to surprise & delight the consumer, inspired by a signature Rooibos brew. The pop-up concept allows them to move beyond the confines of traditional retail for a luxury perfume, and into hospitality, where they can showcase more of their personality through a broader brand world.

Our design showcases immersive storytelling in a playful mid-century style, with unexpected moments and retro touches. Key design elements include window signage, framed artwork, recognisable table propping and gingham/ tiling, modelled after the classic designs that make a ‘caff’ while pushing the concept towards a more editorial style, which better reflects Clive Christian’s luxury heritage and positioning.

The Clively’s pop-up reimagines tradition by presenting a charming brand world in a signature and considered colour palette, for customers to discover and enjoy the Clive Christian products on offer. The look and feel is intentionally warm, lively and nostalgic.

Rollout

When evolving the campaign for roll out across a variety of locations, the concept expands beyond a pop-up caff, to include a mobile truck, bespoke windows and activations, as well as counter displays and brand takeaways. Brand takeaways include tea bags with tags that act as magazine perfume samples, TeaToGo carriers that become rooibos bouquets, and The Clivette: a brand newspaper that becomes a brand moment.

To fulfil our ongoing commitment to sustainability, the elements should be able to travel in regions such as the UK, USA, and Asia. The plug-and-play pop-up design includes storytelling kits with items that can be packaged and shipped for use on seats and shelves.

Result

The Clively’s pop-up opened in February and will be at Selfridges until March 2025.