Making Everyday Magnifique for St Pierre

As Summer 2024 fast approaches we look back to  last summer where we had the pleasure of collaborating with beloved French brioche brand St Pierre to bring an authentic Parisian bakery experience to the heart of London.

Here’s a glimpse of what happened across the 4 days.

Capturing the essence of a Parisian summer

St Pierre is on a mission to share the joy of French bakery with brioche lovers around the world. They believe in elevating the everyday with touches of sophistication that make every meal “magnifique.” For this activation, the goal was to transport visitors to Paris through an immersive brand experience that showcased St Pierre’s products.

To capture the essence of a Parisian summer, we concepted, designed, and built a custom French garden oasis in the middle of Covent Garden’s bustling piazza. At the heart was an artisanal kiosk baking and selling St Pierre’s signature filled mini brioche buns. 

Surrounding the bakery was an Insta-worthy landscape of café tables, flower bundles, and bright yellow umbrellas. An Eiffel tower provided the perfect backdrop for photos.

To complete the French flair, we brought touches of authentic Parisian culture to the activation. Guests were delighted by a live accordion player filling the air with charming melodies, a love lock bridge for leaving notes, and a fashion illustrator capturing visitors’ styles. 

Transporting Londoners to the French capital

The four-day event transported Londoners to the French capital, allowing guests to fully immerse themselves in St Pierre’s world while enjoying samplings of savoury and sweet brioche bites.

The stunning Parisian oasis was a hit with over 5,000 mini buns sampled, 500+ buns sold, and 35 VIP boxes gifted to influencers. 

The exceptional collaboration and transportive environment introduced new customers to the essence of St Pierre - a sophisticated French-style brioche baked with passion and worthy of everyday luxurious enjoyment.

Like what you’ve seen? Why not get in touch to book a 20 minutes one-to-one consultation with a member of our expert team.