Café Royal

Five Pounds

Client:

Year:

2022

Unit:

Live.Experience

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.

Batch.Works product catalogue book on a work top with a graphic printed image on the front

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