Jo Malone London has opened a festive pop-up at Battersea Power Station as it sponsors the destination’s ice skating experience for the second year running.
Open until 8 January 2024, visitors can take a spin around the rink with 360-degree views of a 30ft Christmas tree, decorated with the British fragrance brand’s classic cream and black boxes upon its boughs.
The festive experience also continues off the ice, with a bar to enjoy cocktails, as well as a Jo Malone London pop-up located inside an enchanting gingerbread house.
“A whimsical immersive experience awaits inside the ‘icing-frosted’ walls, with a series of first-of-their-kind interactive displays to give visitors a true taste of our fantastical world this Christmas,” reads a statement from Jo Malone London.
As part of this, visitors can take part in fragrance masterclasses and explore gifts from the brand’s gingerbread-inspired Christmas collection.
To drive engagement and amplification, visitors who share photos of their visit to Gingerbread Land on social media will receive a scented gift.
The pop-up adds to Jo Malone London’s existing presence at Battersea Power Station, with a store located inside the Grade II* listed building.
It follows reports that Battersea Power Station has welcomed over 11 million visitors since opening to the public for the first time on 14 October 2022.
Since the launch, over 35 new shops, eateries and leisure experiences have opened, bringing the total number across the riverside neighbourhood to more than 120.
“The enchanting Gingerbread Land comes to life through state-of-the-art animatronics, guiding travellers on a multi-sensory odyssey, embracing them with visual splendour, melodic allure, and fragrant delight. It’s an experience that promises to leave a lasting impression on every traveller.”
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