The Brief
Westfield and Scentre Group Australia engaged with Crowd Culture to design and create a 360 Degree Pop-Up Mocktail Station for Sodastream Australia. Their aim was to promote their range of products to a wider audience within Westfield Locations. Their range of mocktails would be based on their variety of new SodaPress Syrup flavours, and would allow consumers and shoppers to get a taste of the options and opportunities that people could have to create and make drinks with their Sodastream Machine. The Pop-Up needed to capture the brands overall theme whilst also highlighting their recently updated branding and tagline “Push for Better” along with their new logo which symbolised their rippling effect on sustainability. With these briefs being outlined it was clear that they were looking for a modern and sleek design that would appeal to a wide range of people and demographics.
Sodastream Pop-Up,
Westfield Shopping Centres
Westfield Shopping Centres
The Design
Through the brief, we were able to gain a strong understanding and insight into how Sodastream were looking to position their products and machines, and we could begin to bring ideas to life that would help reflect these key features in the best way possible. When creating a 360 Degree Bar, we had to understand that the bar had to be clean and contemporary from both the inside and outside as all areas of the bar would be visible from the outside. In addition to this, it also had to create size and space by incorporating height into the pop-up so that the bar could be easily seen from a distance and stand out from the other shops and pop-ups. When presenting our designs to the team at Westfield and Sodastream, Scentre Group Partner Solutions Manager, Celia Doyle highlighted that “The renders provided were incredible and project management was impeccable!”. It was rewarding to hear such great feedback through this stage.
With these considerations our design team used a number of key elements such as:
- 360 Degree Bar Access
- Stainless Steel Bar Taps
- Custom shaped Birdcage
- Custom SAV and Branding
- Timber Laminate Finished Benches
- Ample Storage and Product space
- Multiple Kitchen Prep Areas
The Results
Overall, Westfield Doncaster was able to generate some great numbers in some key performance indicators. However, the Westfield Mt Gravatt was able to excel and was by far the most successful activation for Sodastream.
Overall across the 22 days of Live Activation in Melbourne and Brisbane over 12,500 mocktails were made and tasted by the general public. Not only were the drinks able to reach this number of people, but they made such an impression that there were Over 140 Bonus Sodastream bottles gifted to those who purchased a Sodastream Machine in the Westfield Shopping centres. These numbers highlighted the impact that the stand was able to create on direct purchases and allowed the brand to create impressions on a large number of consumers and shoppers.
Recently, the stand has been repurposed to be used across the Good Food and Wine Shows across Australia, and has allowed Sodastream to maximise the use out of their set whilst also highlighting their commitment to sustainability within the event industry. Through developing a modular system, this has allowed Sodastream to use their display in a number of different shapes and layouts, allowing them to attend more shows and venues, with the same display.
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