iCandy.
Bringing the next generation of an icon to life.
WMP partnered with iCandy to launch the Peach 8, the next evolution of its most iconic pushchair, through a fully immersive brand activation in Shoreditch, London. Blending heritage, innovation and sensory design, the experience turned a blank space into a world that felt unmistakably iCandy, bringing together retailers, press and influencers, and helped translate spectacle directly into commercial results.
Expertise
Solutions
Sector
Background.
A launch that needed to be more than a product reveal.
The Peach 8 marked a defining moment for the brand, and needed an experience to match.
The launch of the iCandy Peach 8 marked a defining moment for the brand. As the next evolution of its most iconic pushchair, the launch needed to do more than introduce a product: it needed to immerse audiences in the story of iCandy, its heritage and its future. iCandy asked WMP to deliver a fully immersive brand activation in the heart of Shoreditch, London, bringing together retailers, press and influencers in an experience designed to be as considered and refined as the product itself.
The Solution.
Transforming a blank space into a world that felt unmistakably iCandy.
WMP reimagined a blank Shoreditch venue into a multi-layered environment built around heritage, sensory design and live storytelling.
At WMP, we believe in making brave ideas real through experiences that blend digital, physical and live touchpoints. For the Peach 8 launch, that meant reimagining a blank Shoreditch venue into a multi-layered environment that could tell a story, build anticipation and deliver a moment of genuine spectacle. Every detail was considered to ensure the experience not only showcased the product, but elevated it from the moment guests arrived.
Let's work together
Let's partner to create brand, product, and experience solutions that move people and markets.
Crafting an immersive story through light, scent and sound.
Layered lighting design, a bespoke scent and a refined, minimal aesthetic worked together to reflect iCandy's modern identity. Pulsing light and soundscapes guided guests through the space, building tension and anticipation ahead of the reveal, with every sensory detail carefully crafted to heighten drama and reinforce the significance of the moment.
Turning a blank space into an environment rooted in heritage.
A key challenge was turning a blank space into an immersive environment that reflected the depth of iCandy's heritage. On arrival, guests were welcomed into a reimagined vintage workshop inspired by the brand's origins. iCandy provided historical artefacts from its family archive, including a 1950s overlocker, which helped anchor the experience in authentic craftsmanship, and the set design was carefully curated to create the feeling that guests had stepped into the founders' workshop itself.
Choreographing the guest journey as a piece of live storytelling.
150 guests were welcomed with drinks and canapés before being drawn into the main event space through a gradual shift in lighting and sound. The atmosphere built deliberately towards the reveal, creating a shared sense of anticipation. Following presentations from iCandy's Joint CEOs and Director of Product Design, the Peach 8 was unveiled on stage for the first time, with a live demonstration bringing the product's innovation to life in real time. The experience concluded with a hands-on test track, where guests were invited to navigate a figure-of-eight route, physically engaging with the product in a dynamic, memorable way.
The impact.
A launch that turned spectacle into commercial momentum.
100% of retailer attendees placed orders on or soon after the event. Attendance exceeded target, with 132 guests against a target of 100, and guests spent an average of 4 hours in the space, including 15 minutes each on the hands-on test track. By blending heritage, innovation and sensory design, WMP helped bring iCandy's vision to life in a way that felt both emotionally resonant and strategically aligned.
