Case Study: VIEVE drives festive sales and engagement with Backlash’s immersive Glasgow pop-up

VIEVE exceeds sales targets in a 3-week Glasgow pop-up with Backlash

VIEVE, a beauty brand, returned to its hometown of Glasgow for its fourth annual Christmas pop-up. Their challenge was to create a premium and immersive retail experience that would drive festive trading while celebrating the brand's community roots and deep audience connection. They again hired the vendor Backlash to handle the creative concept, design, production, and event management.

Backlash created a highly interactive, founder-led environment for the three-week activation. The solution included intimate masterclasses hosted by the founder, one-to-one product demonstrations with makeup artists, and engaging elements like a gift-with-purchase gamification feature. This approach resulted in consistently high footfall and customer engagement. The pop-up exceeded its sales targets for the entire duration, successfully strengthening brand loyalty and establishing itself as a key commercial destination.

VIEVE