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Philips unveils Brick Lane audio pop-up shop with Carat and Ogilvy & Mather


By John McCarthy, Opinion editor

September 13, 2013 | 3 min read

Philips has set up an audio pop-up shop in Brick Lane,with Carat Live and Ogilvy & Mather London, as part of its wider ‘You Need to Hear This' campaign.

The pop-up shops contain Philips headphones

The agency collaboration between Carat and Ogilvy & Mather London, which aims to bring together music and art, is the first of its kind.

Designed to promote the Philips headphone range, the store concept will feature eight conceptual art installations which have undergone a Philips audio injection.

Visitors will be able to experience a quirky combination of art, music and audio adventures throughout the store, featuring DJ sets from Toyboy & Robin, Cooly G and Ossie over the weekend.

Carat Live, the agency’s in-house brand experience and events team, has overseen the entire campaign planning, delivery and implementation, while Ogilvy & Mather London is responsible for managing and producing all creative elements from artwork to sound files.

Paul Hicks, head of brand experience and events at Carat, said: “What an exciting campaign to be involved in. We’ve created an intriguing product demonstration experience that connects with urban tastemakers on their level at a time when they are most receptive - out and about discovering new things.”

Umar Farooq, marketing manager at Philips, said: “We wanted to create an unforgettable experience where people could be inspired by sound. Using experiential in this way has supercharged our campaign by driving relevance and recognition of our product range, through a convergence of audio immersion, art and style.”

Carat Live commissioned Elemental Design, who won a three-way pitch, to design and build the set from a brief set by both Ogilvy & Mather London and Carat Live.

Ivan Pols, creative director at Ogilvy & Mather London, said: “’You Need to Hear This’ is about giving people the things they need to hear in ways they’ve never heard before. This pop up is sure to do just that, while giving people the ultimate headphone demonstration.

“By plugging their Philips headphones into anything they see in the store, listeners will hear relevant music, funny sketches or be sonically transported around the world and beyond.”

The ‘You Need to Hear This’ pop-up store will be at Shop 13, Dray Walk, Old Truman Brewery, on the 14 and 15 September from 11am - 7pm.


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