Bringing to life their globally recognised tagline “Properly Improper Gin”, Brockmans approached us looking to activate in central Soho, for a 3-day pop-up immersive experience.
We recognised that it’s now not enough to go to the city’s newest bars; a Brockmanite needs somewhere that gives them edge, a place they can feel at home and call their own. We took the rebellious streak that runs through Brockmans drinkers and brought it to life for this experiential activation. The Properly Improper Society brought together visionaries who believe in fueling individuality and freedom of spirit around the world.
As well as attracting generations of gin drinkers and mavericks, Brockmans wanted to reach new, younger audiences, appealing to them with expert cocktail masterclasses, live performances from poets, comedians and artists, and finished off with a Brockmans bar. The 3-day activation was to go live in May, inspiring a new wave of brand advocates, trade gatekeepers and consumer influencers for Brockmans.
- 600 tickets booked / footfall over the weekend
- 1,800 of Brockmans cocktails made
- 10 live performances including by Elf Lyons, Ellie Ford, Jon Udry and Mike Figgis
The result? A hub for like minded souls to come together. An environment to relax, discover and have fun. A place for interesting people to be themselves.
The Properly Improper Society was a high-impact 3-day pop-up in Soho: the beating heart of creative London. Carefully designed for guests to immerse themselves in a world of individuality, curiosity and freedom of spirit, the Properly Improper Society housed a vibrant programme of talks, performances and entertainment as well as being visually intriguing. Imagined over two floors of a beautiful townhouse on Bateman Street, the Brockmans Club embraced the spirit of 17th century coffee house culture; a hubbub of noise, rich in conversation and merriment. The Properly Improper Society was the place to imbibe delicious cocktails and the finest gin and tonic known to humanity.
A lively and exciting mix of cocktail making classes, live DJ sets, comedy, juggling, spoken word poetry, live music and fascinating talks were available to guests invited to be part of the Properly Improper Society, as well as curious passers by.
Poet, Harry Baker, joined us straight from winning first place in the World Slam Poetry competition; Osman Yousefzada, an award-winning interdisciplinary artist investigating socio-political issues; cutting-edge comedian Elf Lyons, and much more.
“Marble really brought our Properly Improper world to life with the Properly Improper Society. They took a concept and curated an event that was sublime and defiant in the face of other activations! They were a pleasure to work with and created a highly impactful and memorable event.” Lorcan O'Duffy, Global Brand Manager, Brockmans