From the American Midwest to London Bridge: Wrangler’s Good Mornings Make for Better Days
22×43 Creative in collaboration with Fabric PR recently brought Wrangler’s global campaign to life in a spectacular way, hosting an immersive pop-up and breakfast press event at London Bridge.
Tasked with translating the brand’s retro Midwest ethos into a tangible event, the 22×43 Creative team went all out — crafting an authentic American breakfast diner complete with a curated menu, live country music, bespoke branding touch-points, and captivating product displays.
This activation wasn’t just about showcasing Wrangler’s timeless designs and values; it was a celebration of storytelling, experiential design, and consumer engagement.
All about Fabric PR
Known for delivering high-impact campaigns across fashion and lifestyle sectors, Fabric PR excels in leveraging innovative content-led PR strategies and targeted publicity to create nationwide results.
Their expertise in celebrity and influencer placements, fashion video production, and social media makes them a go-to partner for brands looking to make a splash.
Get to know 22×43 Creative
With co-founders Harvey Lee Sutton and Luis Donegan-Brown at the helm, 22×43 continues to redefine experiential marketing. Leveraging a wealth of expertise from iconic brands like Selfridges, Google, Vogue, Fortum & Mason, Uber Eats, and Louis Vuitton, the agency merges digital innovation with contemporary design to deliver extraordinary events.
Wrangler’s pop-up is the latest in their diverse portfolio, setting a benchmark for how brand activations can blend authenticity with creativity to leave a lasting impression.
We caught up with Harvey of 22×43 Creative for the latest POP-ID debrief interview, recapping the activation, power of community, and predictions for 2025.
Behind-the-Scenes
What were some of your favourite moments from the Wrangler activation, from the initial concept to the final execution? How did the team’s vision come to life in such an immersive way?
The most exciting part of the project was bringing to life their campaign ad directed by Emmy-winning director Jake Scott. The essence of the ad was light and upbeat, with a nod to denim ads of the 90’s. So essentially replicating this concept: sights, sounds, smells, IRL almost as if we were staging a film shoot was fun and in many ways felt very nostalgic.
Wrangler’s pop-up diner captured the essence of a retro American Midwest experience. What were some of the key elements that made it feel truly authentic?
Our first task was venue acquisition, as this really would set the scene (so to speak) and allow for a basis to layer upon with sensory touchpoints from the ad. When you hear the word ‘diner’, I’m sure many think of the kitsch red & white 1950’s type and that is what mostly exists in London nowadays.
Enter ‘The Breakfast Club’, as soon as we visited the restaurant we knew from the muted tones, wood panelling, benches, booths and vintage interiors that this would be our foundation.
We sourced and introduced a 1977 Chevrolet Truck on arrival and as a photo op, vintage juke box, neon signs, a country & western live performance, large format campaign imagery, designed and introduced an identity, branded placemats, bespoke menus and curated mini product pop-ups throughout the space. Tying everything back to the product stories and the brand message.
Driving Visibility Through Partnerships
What role do collaborations and community play in amplifying the impact of brand activations?
Collaborations are everything to us, working closely with other agencies, artists, brands, suppliers, venues and creatives in general has created some of our best work. It fosters fresh ideas, it’s a smarter, more efficient way to work especially with experts in their respective fields and it means more people shout out about the outcome. This idea of gatekeeping or trying to do everything solo is such a hindrance.
Experiential Trends and Predictions for 2025
What emerging trends are you seeing in experiential marketing — are there innovations or themes that you think will dominate in the new year?
I think as the digital world continues to dominate almost every aspect of our lives, consumers seek out authentic storytelling and visually appealing real life experiences. Both to connect with the world and to capture cool content. Immersion comes in many forms and one of those is the use of theatrics, sets, soundscapes, LFX and real people whether that be actors, performers or service staff (sometimes all three in one). Performance value storytelling and immersive theatre, think Secret Cinema or You Me and the Bum Bum Train, these types of experiences will continue to thrive.
Featured photos by John Jarrett
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