Café Royal

Five Pounds

Client:

Café Royal

Year:

2022

Unit:

Live Experience

Scope

- Brand experience concept and creative direction
- Spatial design and content production
- Live event coordination and programming
- Digital activation and community engagement strategy
- Developed a multi-room challenge format tied to brand values: energy, style, intensity
- Created a new sub-brand identity (Five Pounds) to differentiate the event concept
- Blended sleek spatial aesthetics with digital installations and social content triggers
- Produced over 150 live performances and interactive installations
- Integrated immersive storytelling through scent, sound, and visual moments

Impact

- Attracted over 7,200 guests in a short activation window
- 153 live events and 64 custom tattoos as engagement touchpoints
- Generated 3,400+ new followers on Instagram
- Over 600 VR sessions and high social sharing rate
- Significantly increased Café Royal’s brand relevance among Gen Z and urban target groups

Café Royal wanted to activate its brand in a bold, immersive way – far beyond the classic retail presence. The Five Pounds pop-up transformed an empty venue into a high-energy cultural hotspot, merging product storytelling with live experiences. Campbell & Jones led the full concept, staging, and production of this multi-sensory event format.