French Bloom Take Over Selfridges for Luxury Alcohol-Free Drinks Activation

French Bloom, the premium sparkling alcohol-free drinks brand selected LEAP to provide design and production services for their UK launch, exclusively at Selfridges.

Founded in 2020 by top model Constance Jablonski and foodie entrepreneur Maggie Frerejean-Tattinger, French Bloom is among the first products to meet the growing demand for luxury wellness non-alcoholic drinks. To make the most of their brand positioning opportunity, French Bloom needed a creative partner they could trust to design and deliver a successful brand activation.

LEAP supported French Bloom’s UK launch from concept development and creative design through to managed production and installation as a Selfridges Wine Shop takeover and window display. Throughout the process, LEAP worked closely with the French Bloom marketing team including brand owner Maggie Frerejean-Tattinger.

“As a new brand, we take our marketing efforts seriously and have always maintained high standards to connect with our consumers. We are delighted by the results of the Selfridges launch, and it is refreshing to work with a collaborative agency like LEAP that understood very quickly our market area and brand universe. Together, we launched a product that captured all of the UK's attention and helped position French Bloom as market leader of the premium alcohol-free sparkling category.”

LEAP’s designers channelled the brand’s ethos of wellness and balance, as well as their earthy, Bohemian style. Creating the effect of layers within the in-store display cases gave the impression of geodes, sliced opened and polished to reveal unexpected beauty. Text on the display case reads “Revel in togetherness. Let’s Bloom.” This echoes the brand’s celebration of the social aspects of self-care and wellness.

LEAP’s inspiration for the Selfridge’s window display came from artists who combine the natural and built environments as imagined architectural spaces. A bed of dyed flowers within a contemporary landscape provides the setting for the French Bloom bottles. Presented on specially sourced stones set atop elegant wooden bar stools, they lean towards each other to reflect the ‘togetherness’ brand message.

Within the first week of launching at Selfridges, French Bloom was the best-selling product in the wine shop. The physical brand activations also had an extended life online through shoppable Instagram content and International Women’s Day communications.