Plum X Lakeshore Mall

Category
Brand Activation
Category
Brand Activation
About the Client

Plum, one of India’s leading vegan beauty and personal care brands, partnered with Crewtangle to create a unique on-ground brand experience at Lakeshore Mall, Thane.

Designed and fabricated by Crewtangle, the activation featured a larger-than-life bed-themed stall that instantly stood out within the mall environment, drawing visitors through an unexpected and visually engaging concept.

The Objective

The objective was to:

  • Increase brand visibility in a high-footfall retail environment
  • Create a visually striking brand presence
  • Encourage visitors to stop, engage, and interact with the space
  • Build awareness through an experience-led activation
The Core Idea: Comfort that Captures Attention

The activation was built around a simple yet powerful idea—bringing Plum’s association with self-care, comfort, and wellness to life through an oversized bed-inspired installation.

Rather than relying on multiple engagement layers, the experience used a bold visual concept to create immediate intrigue. The familiar yet unexpected setup encouraged shoppers to pause, explore, take photographs, and interact with the brand.

By transforming an everyday object into an immersive brand space, the activation created a memorable experience that naturally attracted attention.

The Design Process

The challenge was to create a structure that was visually impactful while remaining true to Plum’s playful and approachable brand personality.

The design focused on:

  • Strong visual appeal
  • High visibility within the mall environment
  • Photo-friendly elements
  • Seamless integration of branding

Every detail was crafted to ensure the stall felt inviting, distinctive, and instantly recognizable from a distance.

Execution: When Design Becomes the Attraction

At the heart of the activation was the custom-designed bed-themed stall that served as both a visual landmark and an engagement space.

The installation:

  • Created a strong visual presence within the mall
  • Encouraged visitors to stop and explore
  • Generated organic photo opportunities
  • Increased interaction through curiosity and design appeal

The unique concept helped the brand stand apart from surrounding retail environments, making the stall a natural crowd magnet throughout the activation.

Results & Impact

  • Attracted significant footfall and audience attention
  • Created strong brand visibility within the mall environment
  • Encouraged organic engagement and social sharing
  • Delivered a memorable and visually distinctive brand experience
  • Demonstrated the power of creative stall design in driving audience interaction
Key Takeaway

Sometimes, the strongest engagement starts with a simple visual idea executed exceptionally well.

By turning comfort into an immersive experience, Crewtangle helped Plum create a stall that didn’t just showcase the brand—it became a destination within the mall itself, proving that thoughtful design has the power to stop people in their tracks.