iD reveals East Village pop-up in Westfield

iD Experiential has launched a pop-up shop at Westfield Stratford to highlight the former Olympic athlete's village.

Virtual bike ride in East Village pop-up shop
Virtual bike ride in East Village pop-up shop

The experiential marketing agency said the temporary site would take up residency in the East London shopping destination for the next six months.

Visitors can learn more about the East Village, including the potential to buy or rent one of the 2,818 new homes which are available to move into from this summer.

It includes a virtual bicycle ride through the neighbourhood’s new roads and parklands, and an interactive green screen photo mechanism allowing users to be pictured within East Village and iconic Olympic venues, which can then be shared on social media platforms.

Paul Ephremsen, chief executive of iD, said: "The East Village project for Qatari Diar Delancey and Triathlon Homes is one of the most exciting we have ever been involved with. This has partly been due to the creative challenge of bringing to life something that is currently intangible.

"The East Village campaign is a great example of a non-FMCG brand using experiential marketing at the heart of its communications – and is something we are proud to have been part of."

The East Village pop-up shop includes a combination of pods, which have previously toured train stations, shopping centres and lifestyle events around the capital. Panels, AV content and infographics have also been incorporated into the pop-up outlet to communicate East Village’s key messages.

Olaide Oboh of Triathlon Homes, said: "We are thrilled that the East Village campaign has been acknowledged by the IPM and we look forward to the outcome of the awards in June. The pop-up shop in Westfield really solidifies everything we have achieved with the campaign over the past 12 months."

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