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Proud Robinson + Partners Delivers Pop-up Art Installation to Celebrate Launch of evian Sparkling Water

Marketing & PR
London, UK
The launch installation from artist Sara Shakeel was marked with an event hosted by global brand ambassador Emma Raducanu on 3rd February 2022

evian recently unveiled a dazzling pop-up immersive art installation in London created with multi-disciplinary artist and crystal lover, Sara Shakeel, to celebrate the launch of its much-awaited evian Sparkling water. The experience was delivered for evian by Brewery agencies freuds and Proud Robinson + Partners.

Hosting an exciting launch event, evian brought together its Global Brand Ambassador and the BBC’s Sports Personality of the Year for 2021 Emma Raducanu alongside other notable guests. Guests were invited to explore the installation before enjoying an exhibition of Sara Shakeel’s work with sparkling refreshments and music from DJ Louise Chen.

Situated in the heart of London’s creative district in Shoreditch, the one-of-a-kind immersive art experience awakened the senses and brought the dazzling world of evian Sparkling to life. Evoking the refreshingly light and effervescent sensation of the iconic brand’s new Sparkling water, Sara Shakeel demonstrated her unique and signature style to transform everyday scenes into an interactive and playful journey for people to engage with through shared experiences as they discovered how to add sparkles to their day.

Commenting on the installation, Gemma Morgan, beverage category director at evian, said: “We are so excited to have collaborated with such a pioneering artist as Sara Shakeel to curate this immersive experience that perfectly encapsulated the essence of evian Sparkling. This new product innovation is designed to elevate your experience whilst keeping you hydrated with its purity and freshness. Bringing to life evian Sparkling’s delicate sparkle, the installation was unexpected, fun and really captured imaginations with all of its experiential sparkling touchpoints.”

The three-room art installation opened with a striking, bright room with an impactful evian Sparkling fridge illuminated at the end. Disguising itself as a secret door, the fridge revealed a hidden entryway, taking guests on a journey into the world of evian Sparkling and Sara Shakeel. From there, guests were able to explore the installation space with its multitude of content creation opportunities, engaging and interacting with sparkled touchpoints including an iconic London bus and a wraparound mirrored infinity room, which endlessly amplified the sparkles of six lifestyle scenes.

Lucy Boyd, Creative + Culture partner at Proud Robinson + Partners added: "It was a pleasure to have brought a little sparkle back to London with this unique immersive experience. Sarah Shakeel's distinctive aesthetic paired perfectly with evian Sparkling and opened up a world of infinite sparkling possibilities."

“I was thrilled to bring sparkles to London with my latest installation with evian and its immersive art experience that celebrated a ‘sparkling’ product I can get behind,” said artist Sara Shakeel. “It was the ultimate of partnerships as I’m a big fan of evian and am honoured to have joined the many tastemakers that collaborate with this iconic global brand.”

The installation invited guests on their own sparkling journey from Friday 4th to Saturday 5th February, and was open to the public on a first-come-first-serve basis at Protein Studios in Shoreditch.

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