Czech Republic
Client company:
Imperial Brands
Organising company:
Fox Hunter s.r.o.

The Event

Launch of the new flagship heated tobacco product, Pulze,to business partners, journalists and selected influencers. The launch was effectively extended to end users as well

Finding a perfect location, which fulfilled the event’s requirements and met the high expectations of the client as well as the demanding influencers, was crucial. Such a location did not exist at the time so we decided to make one to fit. We thus constructed what was historically the largest ever pop-up building in the Czech Republic from scaffolding and equipped it with state-of-the-art AV tech and complete facilities for restaurants, bars, toilets and utilities. To reinforce the sales strategy that you can buy and enjoy Pulze in the places where you spend your time, we outfitted different areas on individual floors as, for example, a famous Czech barber shop, a tattoo parlor, a Thai massage parlor, a bar, a cafe, a pub, and of course gourmet food corners. The exterior was also made inviting after dusk by video-mapping its surface, naturally drawing people in.