Propercorn to create colourful live hubs in London

Propercorn has teamed up with art director Rachel Thomas to create a series of interactive installations around the capital.

The activity will complement the brand's out-of-home campaign
The activity will complement the brand's out-of-home campaign

The sites will aim to transform ordinary urban spaces into colourful hubs of social activity distinguished by Propercorn's colourful signature popcorn pattern.

Launching on the week of 22 June, the activations will feature rotating food and drink pop-ups, as well as live entertainment for one month.

Thomas, who has previously collaborated with fashion brands Anya Hindmarch, Mulberry and Vogue, will use illusion, perspective and scale to bring Propercorn's pattern to life.

Cassandra Stavrou, founder of Propercorn, said: "We were tired of brands telling us what to do and when to do it. We've worked with some incredible, creative talent to design a colourful, pattern-filled campaign that brings theatre to the streets of London.

"It says more about our popcorn than words ever could."

The live activity will complement the brand's broad out-of-home cmpaign, which launched earlier this month.

Pick up a copy Event's June issue to learn more about Propercorn's growing experiential strategy.

More: In pictures - Propercorn kicks off 2015 with Old Street pop-up

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