Bowers & Wilkins x McLaren
Turning the volume up on performance with experiential activation for Bowers & Wilkins x McLaren.
Client
Bowers & Wilkins x McLaren
Industry
Retail & Lifestyle
Services
Experiential
Immersive
Premium launch that cut through
Increased engagement and dwell time
Scalable, future-ready activation
Key Results:
Premium launch that cut through
Increased engagement and dwell time
Scalable, future-ready activation
Challenge
Bowers & Wilkins is an iconic audio brand known for uncompromising sound quality, precision engineering and performance-led design. Partnering with McLaren, the brief was to translate this shared DNA into a high-impact experiential retail activation that could cut through a busy retail store environment and do more than simply display a new product.
The challenge was twofold: launch the new Px7 S3 headphones in a way that felt premium, immersive and interactive, while also designing a modular pop-up solution that complied with in-store restrictions and could be scaled and rolled out across future retail locations. All of this needed to live within the fast-paced setting of MediaMarkt’s Experience Zone in Berlin, capturing attention, driving engagement and elevating brand perception.
Approach
We delivered two complementary experiential activations that brought Bowers & Wilkins’ sound philosophy and McLaren’s high performance ethos to life through immersive, gamified interaction.
At the heart of MediaMarkt’s Experience Zone, we created a modular pop-up retail experience designed to launch the Px7 S3 headphones through interactive storytelling and striking visual design. Holographic headphone displays, bespoke furniture and carefully considered touchpoints invited visitors to stop, explore and engage with the product in a way that felt tactile, premium and purposeful. The journey then guided audiences upstairs to the Bowers & Wilkins Lighthouse retail space, seamlessly connecting experience-led discovery with product retail.
Alongside this, we delivered a premium Bowers & Wilkins x McLaren activation that leaned fully into performance, precision and innovation. This included a hologram booth, F1 racing simulator, Batak reaction wall and integrated product displays, supported by a 360° CGI video showcased on a dedicated retail pillar. Every element was designed to immerse audiences in McLaren’s world while reinforcing Bowers & Wilkins’ role as the audio partner behind the performance.
Both activations were smartly engineered to meet in-store compliance requirements, while remaining flexible, modular and ready for future rollouts across other retail environments.
Results
The Berlin activations successfully transformed a retail launch into a memorable brand experience, positioning the Px7 S3 headphones as a premium, performance-led product rather than just another shelf item. By blending immersive design with hands-on interaction and gamification, the experience captured attention, increased dwell time and encouraged deeper product engagement within a busy retail setting.
Crucially, the modular build and scalable design provided Bowers & Wilkins with a future-proof experiential retail solution – one that can be adapted, reused and rolled out across new locations. The result was an activation that didn’t just launch a product, but reinforced brand credibility, performance credentials and premium positioning at every touchpoint.
