This document provides details about several pop-up store events organized by i-am Beyond, including: - A TOMS fair in London on May 5th with live music, customizing TOMS, and following branded balloons and bunting to the store. - Sponsorship deals for various events, including samples and discounts from brands like Elemis, Peroni, and OPI totaling over £3,000. - Planning for additional events like a bloggers breakfast and fashion launch with over 100 invited guests. - Free yoga, meditation, and tai chi classes held at a Rituals pop-up oasis in Shoreditch over two weeks. - Creation

6. Family & Community Activation_The TOMS Fair
• Saturday 5th May 10am – 7pm – all day event
• Monmouth Coffee / Hotel Chocolate, sponsor
event
• Summer fair regalia to create a summer vibe.
Using elements that can spill into the street but
will also be able to pull back inside the store i.e
synthetic grass etc
• Fair visitors find the store by following TOMS
branded bunting & promotional staff carrying
branded balloons from key hot spots e.g tube
stations
• Live Musicians play outside the store
• Customizing TOMS on the day

9. TOMS_Pop Up Store_ Implementation

10. CASE STUDY
OCT 2011

15. STORE DESIGN

16. STORE DESIGN
LONDON

17. STORE DESIGN
LONDON

18. STORE DESIGN
MANCHESTER

19. STORE DESIGN
MANCHESTER

21. STORE DESIGN
GLASGOW

23. EVENTS
What: Bloggers Breakfast
Where: 4 Monmouth Street Seven Dials London WC2H8JB
When: Tuesday 6th September 2011
Who: Top 20 London based bloggers invited

25. EVENTS
What: Spirit of Fashion Manchester Press
Launch
Where: Unit G27 Spinningfields Square
Spinningfields Manchester M3 3AP
When: Thursday 29th September 2011
Who: Invited 100 fashion industry targeted
guests

27. EVENTS
SPONSORSHIP
Elemis:
100 x sample size creams
9 x full size creams/VIP @ £75
100 x 50% off vouchers
Value of sponsorship deal = £1,300.00
Peroni:
Full sponsorship of event
(6 parties) x 63 cases
Value of sponsorship deal = £1,260.00
O.P.I:
100 x full size nail varnish bottles @ £12
15 x deluxe nail varnish packs @ £20
Value of sponsorship deal = £1,500.00

30. SOCIAL MEDIA
FACEBOOK
Total number of times the Spirit of Fashion adverts were viewed on Facebook:
10,302,924 Impressions

31. FEEDBACK
Tricia Traynor Head of Marketing in the UK for McArthurGlen:
“The stores look absolutely fabulous its turned out to be far better than we ever expected.
We are absolutely thrilled with the design.”
Rachael Barrett Spirit of Fashion designer:
“The initial concept for the Spirit of Fashion store was really clean and beautiful and
simplistic and the end result has really exceeded my expectations. It looks fantastic.”

34. Rituals Urban Oasis
BRIEF
‘i-am’ Beyond were asked to create a concept that would raise awareness for the Rituals brand.
‘i-am’ Beyond designed, planned & managed the Rituals Urban Oasis pop-up concept in Shoreditch
from August 2012 – September 2012.
‘i-am’ Beyond created an events strategy for the duration of the Rituals pop up Oasis. The aim of the
Rituals Urban Oasis was to raise brand awareness for both the Rituals brand and also the relax,
energise, refresh campaign concept created by ‘i-am’ Beyond.

45. ADDITIONAL PRESS LINK-UP WITH BROADGATE
Additional press link-up with Broadgate Estates:
http://vimeo.com/48604161

46. LAUNCH DAY

47. RITUALS URBAN OASIS SESSIONS
Across the course of two weeks the following classes took place:
1.! x6 Yoga sessions
2.! x4 Meditation sessions
3.! X2 Tai Chi sessions

48. SESSIONS

49. TESTIMONIALS
Nimisha Bhatt
“I work in New broad street opposite your store and love your products! I booked and attended the
Wednesday 15th August 6 pm- 7pm meditation class and the Tuesday 21st August 6-7pm as well.”
Khadija Kapasi
“While waiting for my gym membership to start again after the summer, I loved joining the yoga
classes Rituals offered, its such a unique idea.”
Poonam Malhi
“I had seen on the Rituals facebook page that I can register for these free classes. I thought that
would be great as I do enjoy and have heard very good things from people who had already been.”
Fred Hayes
“I am following Rituals on Facebook and saw that they had free Tai Chi classes at Broadgate at
lunchtime. So me and three friends signed up and attended.”

52. Maya’s Closet
BRIEF
‘i-am’ beyond were asked to create a core concept for the Maya’s Closet pop-up.
Liaising with both our in-house 3D designers & our production team ‘i-am’ Beyond
sourced a location and dress the space.

53. CONCEPT CREATION
Maya’s Closet Tent Boudoir Concept

58. COLLATERAL
Design of specific campaign collateral including invitations, Evite, vinyl’s and logo cards:

59. COLLATERAL
Design of specific campaign collateral including invitations and Evite
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60. MAYA’S CLOSET PRESS DAY

61. MAYA’S CLOSET PRESS DAY

62. MAYA’S CLOSET PRESS DAY

65. AQUA SALE
BRIEF
‘i-am’ Beyond were asked to create a concept that would raise awareness and build a buzz for the
Aqua sample sale.
‘i-am’ Beyond created a concept of using a guerrilla promotional team in key targeted areas to
increase footfall and awareness for the Aqua sale.
‘i-am’ Beyond sourced all production elements, planned & managed the guerrilla marketing event for
the pop-up sample sale in Brick Lane Shoreditch across a three day platform.

67. GUERILLA CAMPAIGN
Design Application & Planning
Planning stage includes:-
1.!
2.!
3.!
4.!
Source and manage promotional staff
Provide a detailed activity schedule
Source hot-spot within catchment area
Allocate team leaders to each promotional group to
distribute flyers & balloons across the time slots indicated
in the schedule