The Pop-up
The aim was to create an installation for the Wrigleys launch of their Sense 5 gum, for more than 700 guests. The pop-up would need to incorporate two senses: smell and taste. For the dark, baron catacombs of The Arches Club (London Bridge), nothing seemed more apt than an orchard, an oasis of sweet smells and tastes that party-goers could simply stumble across.
After several days baking, sourcing greenery from Hyde Park to Dorset and creating a suitable soundtrack, the whole installation was put together on the day of the launch party, turning an empty, stone clad railway arch into a surreal orchard, complete with atmospheric daylight, birdsong, grass-coloured carpeting and scented smoke.
Visitors made light work of the hundreds of marshmallow and meringue fruits that they were able to pick themselves, as well as the occasional jelly snake.
With a background soundtrack, comprising of recordings made in meadows, in addition to the smell of cut-grass, the room made a wonderful place to relax; for Londoners, this small green oasis could not have been more appreciated.
Food
Marshmallow Fruit
Jelly Snakes
Meringue Mushrooms / Walnuts
Participating Brands
Wrigleys
Participating Artists & Designers
Hattie Newman
