Kate Spade’s Pub Takeover

As explored in Bouncy Brands: Food & Drink Category Crossovers, brands are embracing cross-industry products and unexpected collaborations as well as hosting events to attract young consumers. Kate Spade’s holiday pop-up covered all bases with an impressive makeover of the Exmouth Arms pub and a selection of activities for visitors to make merry.

The fashion brand transformed the building by adding a Kate Spade Arms banner, hand-painted text on the windows and a giant green bow on the façade. Inside, punters enjoyed live music from an all-female brass band, snacked on own-branded crisps and sampled festive drinks.

“We are constantly exploring new ways to engage with younger customers, and we want to authentically meet our community where they are,” said senior vice president of Kate Spade parent Tapestry and general manager for the EMEAI regions Matteo De Bortoli Albricci, about the pop-up campaign. 

The emphasis on community was clear, with London-based, female-led businesses running workshops, including deadstock scrunchie making by independent accessory brand Good Squish, fibre art by crafting magazine and collective Material Grrrlz, cocktail making with food and lifestyle influencer Maddi (@cripanddip) and candle making with candle producer and workshop host OHROS Candles.

Visitors could also connect and meet new friends at a game night run by Black Girl Gamers, have lunch with the Lonely Girls Club and participate in a pub quiz hosted by actor and Kate Spade brand ambassador Nicola Coughlan.

For more on how brands, from beauty to publishing, are stepping into hospitality, see Hotel Brand Collaborations.