Fenwick – Immerse

Fenwick - The Aromachology Rooms

About The Brand

Fenwick is an independent chain of department stores. It was founded in 1882 by John James Fenwick in Newcastle-upon-Tyne and today consists of 10 branches across the UK.

The Task

Immerse were approached to assist in promoting the new Fenwick department store in Bracknell. The main focus was to bring to life the ‘re-greening of Bracknell’ that both Fenwick and the town are heavily involved in.

The Solution

Creating calm, tranquil and serene spaces was the aim. The changing rooms became the focus of the activity as here customers would have time to reflect and relax. The walls of the rooms were wrapped in beautiful British woodland scenes, accompanied by the sounds of rustling wind, running water and chirping birds. A bespoke oil made from natural flora of the forest was diffused and drifted throughout the rooms creating a sense of relaxation and peacefulness.

The Results

Many consumers commented on how lovely it was – for a brief moment – to escape the hustle and bustle. The images along with the sounds and smells made provided them with an immersive and sensory in-store haven.
The clients liked it so much that they have decided to retain the images in the rooms post the initial month-long activation!!