Starbucks launches multi-sensory Red Cup installation

Coffee shop chain Starbucks has erected a four-metre high scented installation at London's King's Cross station to celebrate the return of its festive Red Cups.

The installation can be found at King's Cross station until 6 November
The installation can be found at King's Cross station until 6 November

The creation, which has been designed to smell like Starbucks’ hero gingerbread latte, will be in situ until Friday (6 November). It is formed of hundreds of Red Cups stacked in the shape of a Christmas tree.

As the brand registers more tweets containing the hashtag #RedCups, the more the display lights up.

Digital display boards throughout the station are 'thanking' fans of Starbucks for joining in the Christmas campaign, while the coffee chain is also handing out complimentary gift cards to those passing by.

OMD and Fuse Sport + Entertainment collaborated to deliver the brand experience.

The experiential activity is linked to Starbucks’ new social campaign. The brand is encouraging consumers to share their ‘Red Cup moments’ on Twitter and Instagram throughout the festive season using the aforementioned hashtag, which when used appears alongside a bespoke emoji hashflag of the cup.

In October, the Starbucks opened a 'theatre for coffee' in London's Covent Garden.

In pictures: Starbucks' fourth stand at the London Coffee Festival

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