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.
The Dancing Flame
StudioXAG
Bronze
Bronze

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Andrea Zickhardt
Managing Director
at Holzer Kobler Architekturen
Good concept of reusing small space...
6.5
8.5
8
7
7.5

Preeti Singh
Brand Director
at India Design ID
A tiny home done well - not just th...
6.5
8.5
8.5
7
7.63

Anne-Laure Pingreoun
Founder
at Alter-Projects
Smart small design living, neutral...
6
8
8
7
7.25

Julia Chiaramonti
Founder
at Julia Chiaramonti
5
5.59
5.29
5.35
5.31

Ronnie Belizaire
Studio Practice Leader and Principal
at HKS Inc.
6
8
8
6
7

Servaas Vehmeijer
Partner and Managing Director
at The Invisible Party
6
8
6.5
6
6.63

Liz Gallagher
Studio Director
at March and White Design
Appreciate the soft palette and inn...
8.5
8
7.5
6.5
7.63

Claude Saos
Head of interior architecture and design
at LISAA Strasbourg
6
8
7
6
6.75

Judy Dowle
Associate Design Director
at Studio XAG
6
8
7.5
6.5
7

Tanya Suvannapong
Design Director
at Gensler
6.5
8
7
6
6.88

Leendert Tange
Creative Partner
at Storeage-Group
7
8
8
5
7

Peter Pan
Founder and CEO
at Noa Galaxy
5
8
6
6
6.25

Ismael Abedin Ingelmo
Founder and Director
at DXMID
5.78
7.59
6.74
5.66
6.44

Quan Huang
Chief Designer
at WJID
5
6
6
7
6

Andrea Zickhardt
Managing Director
at Holzer Kobler Architekturen
Good concept of reusing small space...
6.5
8.5
8
7
7.5

Preeti Singh
Brand Director
at India Design ID
A tiny home done well - not just th...
6.5
8.5
8.5
7
7.63

Anne-Laure Pingreoun
Founder
at Alter-Projects
Smart small design living, neutral...
6
8
8
7
7.25

Julia Chiaramonti
Founder
at Julia Chiaramonti
5
5.59
5.29
5.35
5.31

Ronnie Belizaire
Studio Practice Leader and Principal
at HKS Inc.
6
8
8
6
7

Servaas Vehmeijer
Partner and Managing Director
at The Invisible Party
6
8
6.5
6
6.63

Liz Gallagher
Studio Director
at March and White Design
Appreciate the soft palette and inn...
8.5
8
7.5
6.5
7.63

Claude Saos
Head of interior architecture and design
at LISAA Strasbourg
6
8
7
6
6.75

Judy Dowle
Associate Design Director
at Studio XAG
6
8
7.5
6.5
7

Tanya Suvannapong
Design Director
at Gensler
6.5
8
7
6
6.88

Leendert Tange
Creative Partner
at Storeage-Group
7
8
8
5
7

Peter Pan
Founder and CEO
at Noa Galaxy
5
8
6
6
6.25

Ismael Abedin Ingelmo
Founder and Director
at DXMID
5.78
7.59
6.74
5.66
6.44

Quan Huang
Chief Designer
at WJID
5
6
6
7
6
Location
Designer
Client
diptyque
Floor area
30 ㎡
Completion
2023