Moschino Bubblegum
Bespoke luxury prop fabrication and high-impact VM installation for Moschino's high-fashion, conceptual retail campaign.
A giant teddy-bear bottle activation for Moschino’s Toy 2 Bubble Gum fragrance, at Selfridges Trafford Centre.
The Client Challenge
Moschino needed its Toy 2 Bubble Gum launch to stand out on the mall floor itself, positioned near the Trafford Centre’s Customer Services desk rather than tucked inside a store.
Edge Retail’s Integrated Solution
We built the activation around a custom 6-foot-tall replica of the fragrance’s iconic teddy-bear bottle in Moschino pink, paired with a second magenta bear sculpture, set on a dedicated stage beneath the mall’s escalators. A large illuminated back wall, built from a reusable aluminium extruded frame with stretch-fabric graphics, ran a campaign screen of a model in a silver astronaut suit — the frame chosen specifically so it could be reused and re-graphicked for future campaigns rather than rebuilt from scratch.
Impact and Results
The giant bear sculptures gave Toy 2 Bubble Gum a mall-floor presence rather than a standard in-store counter, and the reusable frame system meant the build’s environmental footprint didn’t end when the campaign did.