Experiential Smith & Sinclair concession opening at John Lewis Oxford Street

Smith & Sinclair, the creators of the world’s first edible cocktail, is opening an experiential retail concessions at John Lewis on Oxford Street, London. Customers will have their senses played on through thermal reactive surfaces, scent diffusing walls and animated light features. Customers will be invited to create their own Edible Cocktails, with an adult take on the classic pick ’n’ mix. The concession will launch on the 27th October, as well as the full range rolling out in a further 19 John Lewis branches nationwide including Cardiff, Cambridge, Liverpool and Stratford plus John Lewis online.

Its range of Edible Cocktails blurred the lines between alcohol and confectionery, encouraging adults to play again, evolved further in 2015 with the Flavour Rooms concept; an alcoholic take on a candy store on Carnaby Street where Smith & Sinclair first made waves on the high street. Following on from the success of the Flavour Rooms and the recent announcement of the Flavour Gallery, the company is now partnering with John Lewis, where it will launch its first concession, with the aim of creating an exciting and engaging shopping experience. Smith & Sinclair will look beyond the visual experience and excite all of the senses to take the retail experience to the next level.

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Made by Fred Godfrey and developed in collaboration with retail design agency Mynt, the John Lewis concession has been designed with the whole customer journey in mind. Everything from the lighting, materials, layout and scent has been considered with a meticulous attention to detail employed across the entire space. Thermal ink has been used in the creation of the intimate bar area, which will reveal colours to touch as shoppers sit and drink a cocktail or wait for their shopping to be gift wrapped. At the Edible Cocktails pick 'n' mix station, customers will be able to sample what they see by pushing pastille buttons that diffuse scents before choosing their desired flavours.

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Oxford Street customers will exclusively be able to buy individually wrapped Edible Cocktails in Berry Daiquiri, Spiced Rum, Elderflower Spritz, Gin & Tonic, Rhuby Mule, Long Island ‘High Tea’, Whisky Sour and Godson. John Lewis Oxford Street will also become the only destination where customers will be able to build their own Smith & Sinclair Gift Box, allowing adults to pick 'n' mix with a kick.

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Speaking about the John Lewis partnership, co-founder Melanie Goldsmith says: 'With the launch of our rebrand we wanted to work with a retail partner that truly understood what Experience Retail is and how mission critical it is for brands to bring to life their products through the senses. We couldn't be more excited for our customers to see what we've been working on for the last year in product development, packaging and our live communications in-store. We want everything from point of purchase through to gift receipt to be a moment of pleasure, indulgence and excitement and feel that will 100% be the case with our John Lewis partnership.'

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