– Brand activation
– Branded environment  

With a premium, minimal brand already finalised and the packaging design well underway, our task was to translate this into a brand activation and concession stand design for the Knightsbridge Harvey Nichols store which was to be the centrepiece of the official launch party.

The challenge was to present the two core brand pillars of nature and technology whilst representing the early stage brand in an engaging physical form. As this was the first public interaction with the brand, the product was the most important aspect of the stand, we literally wanted to put it on a pedestal. To represent the hemp, we chose a render that gave the plinth a more natural textural feel.

Shapes were added to the shelving unit which was a subtle nod to the brand but also improved the detailing and added interesting nooks to display product and support styling elements.

After a star-studded launch party the concession stand created a remarkable buzz around Apothem resulting in an increase in-store visits.

Through a monumental team effort of client, design, build and styling we delivered a brand activation that positions Apothem as the stand out luxury CBD product.