How an alcoholic sweets brand is luring consumers into its interactive John Lewis concession

Smith & Sinclair, the alcoholic sweets brand, is appealing to explorers with a concession in John Lewis that plays on people's senses.

The interactive pop-up features walls that diffuse scents, a pick ‘n’ mix and a cocktail lounge.

Melanie Goldsmith, co-founder of Smith & Sinclair, said: "Who didn’t want to get pissed on Haribo when they were a kid?

"The whole point of our brand is that we are one step ahead of the curve in terms of innovation. No one’s done this before and there’s no reason why.

"Since we came about three years ago we’ve always wanted to do it differently to tell people what that is through the most exciting way possible."

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