Marc Jacobs Fragrance Installation Asks Shoppers to Upload Their Dreams

Marc Jacobs Fragrance Installation Asks Shoppers to Upload Their Dreams

The Dream Room allows customers to reconnect with their dreams, and is also an opportunity to win a shopping trip

Tiffany Nesbit
  • 31 july 2014

Dreams are an important part of life because they give us something to look forward to and aspire for. Unfortunately, the world today is so complicated and digitalized that we tend to lose track of our dreams- so they rarely wind up becoming reality. For their new campaign, Marc Jacobs wants to remind people of their dreams, and how tangible they are. Like dreams, Marc Jacobs has a big online presence that is fun to take part in, but can seem separate from the real world. This new campaign, called the Dream Room, is an opportunity for the brand to translate their online experience into something more concrete.

The Dream Room is an interactive campaign in which people take part in a sampling experience that connects them to their dreams. Shoppers arrive to London’s Westfield White City Shopping Center where the installation is located in the main atrium. The area is designed to look like being in a dream, complete with cloud-shaped cookies and mini deluxe handbag samples of the Daisy Dream fragrance to take home.


In addition, photos of the experience are captured and emailed to patrons to be shared on social media networks. The main draw to the experience, however, is that people are encouraged to upload their dreams to the brands online dream capsule using iPads. The dreams will be sent back to the participants in a years time as a reminder of what they really want and a nudge to keep trying to accomplish those dreams. In addition, every person who uploads a dream is entered into a contest that will award one lucky winner with a shopping trip to New York City.


Marc Jacobs is no novice when it comes to creative branding campaigns. Early this year we told you about a Marc Jacobs pop-up shop where tweets were used as currency for purchases, and this new installation shows that the company won’t likely be slowing down anytime soon. One thing that’s certain is Marc Jacobs knows how to successfully use technology to amplify their brand. As technology continues to evolve, and improve, so will Marc Jacobs’ campaigns.

Marc Jacobs

[h/t] Event Magazine


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