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The Brief
iCandy wanted a brand activation that would launch the next generation of its most iconic pushchair. More than a reveal, they wanted an experience to match the significance of the moment. They wanted to tell a story. They wanted to immerse audiences in the story of iCandy, its heritage, and its future.

The Solution
WMP partnered with iCandy to deliver a fully immersive brand activation in the heart of Shoreditch, London. Bringing together retailers, press and influencers, the experience was designed to be as considered and refined as the product itself.

Every detail was considered to ensure the experience not only showcased the product, but elevated it from the moment guests arrived. Layered lighting design, a bespoke scent, and a refined, minimal aesthetic worked together to reflect iCandy’s modern identity. Pulsing light and soundscapes guided guests through the space, building tension and anticipation ahead of the reveal. Every sensory detail was carefully crafted to heighten drama and reinforce the significance of the moment.

iCandy provided historical artefacts from its family archive, including a 1950s overlocker, which helped anchor the experience in authentic craftsmanship. WMP carefully curated the set design to bring this heritage to life, creating the feeling that guests had stepped into the founders’ workshop itself, where care, detail and innovation have always shaped the brand.

The atmosphere built deliberately towards the launch moment, creating a shared sense of anticipation. Following presentations from iCandy’s Joint CEOs and Director of Product Design, the Peach 8 was unveiled on stage for the first time. A live demonstration followed, bringing the product’s innovation to life in real time. The experience concluded with a hands-on test track, where guests were invited to navigate a figure-of-eight route, allowing them to physically engage with the product in a dynamic, memorable way.

The Results
The Peach 8 launch was designed to transform product storytelling into an immersive experience. By blending heritage, innovation and sensory design, WMP helped bring iCandy’s vision to life in a way that felt both emotionally resonant and strategically aligned.

Commercial results
100% attendees placed orders on or after the event.

Engagement
• Attendance vs target: 132 vs 100
• Time spent in zones: 4 hours on average
• Test track usage: 15 mins per person
• Videos in Content Zone: 166

Social Media Reach
• Likes: 3,348
• Views: 98,140