Awaken Your Senses with Regent Street and St James's

The task was to celebrate spring in a way that would encourage footfall and engagement across Regent Street and St James’s, reinforcing their positions as must-visit lifestyle destinations. The campaign needed to cut through seasonal marketing noise while offering something both experiential and emotionally resonant.

In a culture of constant stimulation, consumers are increasingly drawn to moments of mindfulness and presence—experiences that invite them to pause, feel, and connect. We saw an opportunity to position the destinations as places of sensorial delight, offering a unique take on seasonal activation.

We launched Awaken Your Senses at Regent Street & St James’s—a campaign that celebrated the joy of spring through touch, taste, scent, and sound. At the centre was the Regent Street Sensorium, an immersive exhibition created with Bompas & Parr, launched with a giant jelly installation and a bespoke jelly collection inspired by Regent Street. The campaign was amplified with sensory workshops hosted by portfolio brands, high-impact photography and video assets, and a strategic paid media plan across Meta, YouTube, and publisher platforms. Earned media focused on the Sensorium as a must-visit attraction, while influencer partnerships with creators (including niche jelly influencers) extended the reach into playful, discovery-led communities. Owned channels tied the campaign together with a dedicated hub, social content, and newsletters driving visits and deeper engagement.