Creating an immersive red velvet wonderland for diptyque’s festive pop-up, StudioXAG brought their holiday campaign to life in Marylebone, London.

diptyque approached StudioXAG with the challenge of transforming the pop-up space into a moment of delight, one that was both poetic and eye-catching.

The concept was formed around the brand’s wider festive campaign, centring on the spirit of the dancing flame and the fluid movement of fire. StudioXAG developed dramatic scenery with swirling, dancing letters, floor-to-wall red velvet fabric, gold benches that organically wove their way around the store in a continuous flame motif and a styled Christmas tree of gift boxes.

Visitors were invited to wander through pathways that spark curiosity and engagement with the collections.

Using luxurious textures, the customer was enveloped in the brand’s seasonal campaign and transported into its warm glow.

To extend the lifetime of the pop-up after the holiday season, alterations were made to the space such as the removal of the tree of gift boxes. This allowed diptyque to make the most of the space and its success.