To celebrate the new limited edition american pie inspired doughnut range 'Pie-ettes', Krispy Kreme launched a new tasting experience in London, Doughtown Records.
Kit and Caboodle were enlisted to come up with the creative, build, produce and manage a two day activation. We needed to create an experiential experience ensuring guests walked away with a unforgettable intimately engaging time.
Taking over The Arch Boutique - a blank canvas and predominantly white space, we created a pop-up record shop, designed by us and built from scratch. Additionally we transformed the basement of this space into a stunning speakeasy.
Complete with bentwood chairs, a soul train inspired stage backdrop and bespoke neon signage. We carefully curated and procured the actors and vocalists whilst additionally programming the show. Guests were invited to discover the 'Sweet Spot' hosted by Miss Candy, through a secret doorway hidden at the back of the Doughtown Records record store owned and hosted by store owner Mo. They just needed to use the secret code word ‘Sweet as Pie-Ettes’ to gain entry.
They were treated to spectacular live performances from Motown singers, “The Pie-Ettes” and were additionally spoiled with a huge choice of deserts including new Krispy Kreme Ice Kreme or Banana or Cherry Kreme shakes!
Media loved the event experience with coverage in features the Mirror, Stylist Magazine, Food for Thought and Campaign Live to name just a few!
For those four pieces of coverage alone the media platforms have around 75.4M online readership and it's estimated that the articles were viewed 83.3K times with 418 social media shares within hours of the launch.
Some pictures below thanks to photographer Liam Simmons