Calvin Klein creates immersive tunnel experience for perfume launch

Calvin Klein, part of Coty's brand portfolio, has created a sensory-led experience featuring a tunnel, for the launch of its Deep Euphoria perfume.

Calvin Klein: immersive perfume experience
Calvin Klein: immersive perfume experience

The activation, implemented by Tribe Experiential, kicks off today (23 September) and is taking place at Westfield Stratford, on an external site on Chesnut Plaza. The 'Tunnel of Deep Euphoria’ is a bespoke 40-foot shipping container that has been turned into an immersive experience to allow consumers to unlock their fantasies and experience the word of Deep Euphoria. Visitors are given a scented wristband as they enter the tunnel and guided through four rooms. 

The first space aims to immerse them in the world of Deep Euphoria, with the recent advertisement featuring Aussie movie star Margot Robbie projected on the walls. Visitors will then be guided to the 'olfactory room' where the perfume's ingredients are displayed on the walls, with a diffuser bringing the scent to life, so visitors can both learn about and experience the perfume at the same time. The retail room gives visitors the chance to purchase the perfume, with the final stop at the end of the tunnel containing a photo booth.

Visitors are being encouraged to take a video or photo and post this to Instagram, to gain the chance to enter a competition, with prizes including 15ml sample bottles of the perfume. 

The activation is running from 23-25 September and will also visit Glasgow on the 30 September to 1 October, Birmingham on the 7-8 October and Leeds  on the 14th-15th October, with a final stop in Liverpool on the 21-22 October. 

Read Event's take on five of the best perfume activations this year

More: L'Oreal Luxe's Flowerbomb taxi.

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