How world-leading brands work with brand activations

Dior builds ice cream kiosks. Gucci opens gas stations. Jacquemus is releasing pink mini-stores that look like washing machines.

In an age where people’s attention is hard currency and traditional advertising is often scrolled past, the world’s most influential brands are betting on something completely different: brand activations. It’s about creating memorable, unexpected experiences that build the brand – not just sell the product.

But you don’t have to have their budget to think like them.

About brand activations

In an age where people’s attention is hard currency and traditional advertising is often scrolled past, the world’s most influential brands are investing in something completely different: brand activations. It’s about creating memorable, unexpected experiences that build the brand – not just sell the product.

Experience first – product second

Gucci has opened a gas station in California where every detail is in the brand’s color palette. Jacquemus has launched pink pop-up shops that look like candy machines, and Dior is building ice cream kiosks on beaches in the South of France. What these brands have in common? A creative idea that connects with every physical detail: packaging, printed matter and merch.

It’s no longer just about the logo on a product. It’s about making the whole experience feel right. From how the customer receives the product, to how the packaging looks, to what’s in the bag.

How world-leading brands work with brand activations

Merchandise is no longer just giveaways; designed correctly, it becomes an extension of the brand’s personality. Think paper cups for a coffee trolley, ski goggles for a winter campaign, or custom-printed tote bags that reinforce storytelling. Combine this with smart printed materials – perhaps a postcard, a personalized greeting letter or a specially designed box – and the whole impression is enhanced.

PR mailings, influencer packages and in-store events in particular are areas where this type of holistic solution makes the biggest difference. It’s when all the pieces come together – from the packing tape to the hat – that a brand really makes an impact.

You don’t have to be Jacquemus to think like Jacquemus

Working like the big brands is not about budget – it’s about idea. It’s about thinking holistically, creating something that people want to photograph, talk about and remember. That’s where packaging, merch and print become more than just surface – they become the experience itself.