AKA’s Partnerships team are very excited to announce the launch of a Matilda the Musical takeover at the iconic London store Liberty.

The 360 partnership encompasses an art installation, window display, in-store activity including a pop-up shop, trade and consumer PR campaign and targeted promotional support. The creative collaboration will be seen by millions of Londoners and domestic and international visitors alike during Liberty’s busiest time of the year.

At the heart of the unique collaboration is an installation by the production’s Olivier and Tony award-winning set designer, Rob Howell, suspended through four floors of Liberty’s Central Atrium. The installation, in keeping with style and themes of Matilda, consists of a giant satchel with brightly coloured lettered tiles exploding from within.

Liberty’s signature window showcases a specially commissioned and intricate model of the stage with a tower of customised Tom Brown’s Satchels who were also brought on as a partner.

Brand awareness has been extended throughout the store with a pop-up shop that is positioned on the third floor just outside Little Liberty [Liberty’s Childrenswear department] where customers will be able to purchase tickets and merchandise for the show.  In addition Café Liberty have produced a special Mmmm Matilda Chocolate Cake, sold as part of its famed afternoon tea.

Over 9 months in the making, this unique partnership showcases the results of fantastic team-work across the agency. It’s not even a tiny bit naughty but it might be just a little bit excellent (even if we say so ourselves!) Check our time lapse video of the sculpture being built below.