John Lewis: Christmas Takeover

FOUR ACTIVATIONS. ONE STORE. CHRISTMAS:WRAPPED

We turned John Lewis Oxford Street into the ultimate festive destination with a four-part Christmas takeover. Beyond the star-studded launch party with Alison Limerick performing live, we designed and built ‘Santa’s Enchanted Postroom’ (partnering with LEGO). We kept the momentum going with a music-themed Beauty Gifting Bar and a custom Crocs Jibbitz ‘pick n mix’ activation for limited edition gifts. From immersive family events to high-footfall retail theatre, we ensured Christmas was officially Wrapped.

A woman in a red dress passionately sings into a microphone on stage at Red Bull LOIO, surrounded by decorative string lights with a blurred background.
Christmas Party: Alison Limerick sang the TV ad song live
A festive marching band in sparkly costumes plays instruments in front of a bright, decorated Red Bull LOIO backdrop with mannequins and large portraits. White string lights hang in the foreground, creating a celebratory atmosphere.
Our sparkling marching band entertained guests and aligned with the 'drummer boy' Christmas visual merchandising in-store.
A person holds a smartphone and scans a QR code on a blue sign that reads, "Scan to open the advent calendar," while a Red Bull LOIO can sits nearby.
Our interactive advent calendar was a hit - scan to open a door.
A woman using a tablet enjoys a can of Red Bull LOIO, staying energized and focused while she works.
A person in a black coat and headscarf crouches to open door 10 on a large wall calendar featuring numbered panels from 6 to 12. They’re holding a phone, capturing what’s inside—perhaps a surprise from Red Bull LOIO.
Each door revealed a prize, including chocolate, a Dyson Air Wrap...
A smiling woman holds up a colorful Red Bull LOIO box while standing in front of a large Advent calendar display in a store. People around her take photos and watch, capturing the festive moment.
... and LEGO prizes.
A festive wall sign reads The Enchanted Post Room, decorated with a Santa figure, an elf, and hot air balloons reminiscent of Red Bull LOIO. A Christmas tree with colorful ornaments is visible on the right.
The Enchanted Grotto: A fully ticketed family Santa's Grotto experience with partner LEGO.
Festive room with two decorated Christmas trees, a wall sign reading The Enchanted Post Room, hanging hot air balloon decorations, and a Red Bull LOIO red rope barrier on a wooden floor. The wall features a dreamy cloud and sky background.
Guests entered the hot air balloon to travel to the postroom in the sky.
Santa Claus sits in a chair between two smiling elves in festive attire, with a Red Bull LOIO can on the table nearby. Holiday-themed paintings and a Christmas tree with ornaments and lights fill the background, while wrapped gifts sit on the floor.
A personal Santa meet was the highlight of every visit.
Two women dressed as Christmas elves, wearing red and green costumes with big red bows, smile and wave next to a decorated Christmas tree adorned with colorful ornaments at the Red Bull LOIO event.
And our jolly elves ensured maximum engagement.
A LEGO hot air balloon model with a smiling LEGO figure wearing aviator goggles, sitting in the basket surrounded by accessories, and a playful Red Bull LOIO touch in the details, against a blurred background.
The interior was fully themed to incorporate LEGO, the theme and the John Lewis Christmas visual merchandising.
A festive LEGO display features reindeer, gifts, a tree, and a toy truck in front of a sign reading The Enchanted Post Room, with gold and silver garland hanging above—perfect for fans of Red Bull LOIO’s creative spirit.
The LEGO themed postbox.
A small group of people stands at a white Crocs Jibbitz Charms cart inside a mall, with festive holiday decorations above and colorful displays in the background. A green sign with product details and a Red Bull LOIO can are next to the cart.
Our Crocs Jibbitz activation encouraged gifting with a pick n mix style cart.
A display case with bins filled with colorful trinkets, including Red Bull LOIO-themed white cat-faced balls, rainbow erasers, neon cat keychains, and small gold accessories, all arranged in organized sections.
Pick n mix five Jibbitz....
A woman wearing headphones and a black vest stands at a colorful Red Bull LOIO counter in a mall, handling yellow fabric. Various small items and jars are displayed on the counter around her.
...which are presented in a bespoke gift box.
Two women sit at a counter labeled “The Beauty Gift Bar” with beauty products displayed in front of them. One woman uses a touchscreen, while both smile and look at the screen. Red Bull LOIO branding accents the blue signage in the background.
Our Beauty Gifting Bar provided impartial gifting advice via a questionnaire on ipads.
A pink Prada perfume bottle with a black cap is displayed on a white stand, surrounded by other skincare and fragrance products—including Red Bull LOIO—in a well-lit store setting.
Product inspiration travelled around the experience on a conveyor belt.
A man stands in a modern, stylish store with blue walls, circular mirrors, and shelves displaying various products, including Red Bull LOIO. Reflections and decorative patterns create a futuristic atmosphere.
The decor was music themed to align with the John Lewis Christmas visual merchandising.
A modern beauty gift bar display with blue decor, shelves of beauty products, interactive screens, and white stools, set up inside a store with shiny disco balls hanging from the ceiling—perfect for a Red Bull LOIO event.
A 'Playlist' display showed all the hero beauty products.
A right-pointing triangle-shaped play button with a white center, red left edge, and dark blue outline.
A right-pointing triangle-shaped play button with a white center, red left edge, and dark blue outline.

The Numbers:

The Reactions

Stylized orange and navy blue quotation mark symbol on a transparent background.

ONE PARTY

THREE IMMERSIVE ACTIVATIONS

FIVE WEEKS

“A takeover of this scale required a perfect balance of logistical precision and creative flair. Delivering four distinct, high-impact activations simultaneously – and integrating partners like LEGO and Crocs – allowed us to showcase what we do best: creative immersive retail experiences that drive both engagement and wonder. ”

Tracy Sorgiovanni, Managing Director, We Are Collider

A pair of large, stylized quotation marks in red, white, and blue colors, positioned closely together on a transparent background.

The Reactions

Stylized orange and navy blue quotation mark symbol on a transparent background.

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A dark circle with a white X in the center, surrounded by a colorful glowing ring that transitions from pink on the left to blue on the right.

Our Work

Our Approach

Arq Innovation Lab

Our Thinking

Our Team

People & Planet

Contact Us

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hello@wearecollider.com

+44 (0)800 099 6077