Behind the scenes: Launch of Calvin Klein's Deep Euphoria perfume

To celebrate the launch of Deep Euphoria, the new fragrance by Calvin Klein, the brand invited visitors to unlock their fantasies as part of an activation hosted at Westfield Stratford City.

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The event, implemented by agency Tribe Experiential, was held at the weekend (23-25 September). Visitors were prompted to enter a 40ft-long shipping container – the 'Tunnel of Deep Euphoria', where they could immerse themselves in a journey along four rooms. 

Experiences included projections of the recently launched perfume ad featring Australian actress Margot Robbie, a chance to smell the perfume and learn more about its ingredients, a retail area and a space dedicated to sharing photos on Instagram. 

The Deep Euphoria tunnel will be travelling across the UK over the next month, making stops in Glasgow, Birmingham, Leeds and Liverpool. 

Fragrance brand Jo Malone devised a scented playground experience for talent backstage at this year's Brit Awards. Global beauty brand Charlotte Tilbury created a 360-degree virtual reality experience to celebrate the launch of its debut fragrance, Scent of a Dream, over the summer. 

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