A FULLY IMMERSIVE WORLD

The Jacques Townhouse

iD

Our former regular blogger is back, this time Lisa is talking about her visit to the Jacques Townhouse…

So last Friday, we checked out Jacques Townhouse, a fully immersive pop-up hotel created by interior designer David Carter for Jacques Cider.

On entry, we were shown to reception to ‘check in’ and were given a white linen napkin printed with a map of the house. A Bell Boy then whisked us upstairs to Jacques’ Bar where we could redeem the first of our two ‘room keys’ for a lovely chilled glass of Jacques Cider.

All four floors of the beautiful period Georgian townhouse in central London were transformed into a temple of femininity. In the basement, Benefit were doing makeovers and applying fake eyelashes, there was a dressing up room with gorgeous vintage clothes to try on and a beautifully propped photo-set where guests had their photo taken for posterity.

Moving up the house, there were tarot readers doing personal readings in the Field of Dreams and a fabulous array of cupcakes by Vintage Patisserie to enjoy on the Table of Temptations. The commitment to the slightly weird hybrid theme of Alice in Wonderland and The Beautiful and the Damned was executed with conviction. There was plenty to discover and when you took a closer look at the dressing and décor, it was always surprising.

If I may be permitted one criticism (and I am, as I am critiquing a competitor’s work): we queued for the make-over for 30mins of the session, which only lasted an hour and a half. This was really frustrating as we didn’t have time to explore the whole house or even use the second drinks token. Had we implemented this activity, we would have introduced a pre-booking system so that guests didn’t spend the whole night queuing only to be left disappointed. With four make-up artists, there was only ever going to be a finite number of make-overs available. It would be have been very simple to book set appointment times on check in.

Nonetheless, this was a fantastic example of a brand creating a fully immersive world, where instead of being crudely shoe-horned in, the product’s role is sublimely subtle and authentically memorable.

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