The key to an effective pop-up event doesn’t solely rest with what you’re selling—it’s the vibe (just ask the good folks from Payless last year). It also hangs on the guarantee that the consumer will have a unique, memorable experience (again, the Payless pop-up is relevant).
However, there may be few things more memorable than Chris Pratt and Tiffany Haddish—two of the main stars of the most anticipated animated sequels—serving coffee amongst heaps upon heaps of Lego blocks. But that’s what happened in London earlier today as the duo served up caffeine jolts, hot cocoa and selfies to promote The Lego Movie 2.
Ahead of its premiere, a two-day pop-up café called The Coffee Chain—inspired by the cafe featured in the film—will run at London’s Observation Point in South Bank. Pratt and Haddish, who voice Emmet and Queen Whatevra Wa’Nabi respectively, were on hand for the grand opening this morning to serve the first lucky customers. Those who missed their chance at a star-studded encounter will still get to enjoy coffee, donuts, select free beverages, and an opportunity to win a few prizes.
While the word “café” might invoke a quaint sense of coziness, this pop-up wasn’t exactly a small feat. The colorful stop was made possible by six builders who worked over 236 hours with nearly 50,000 Lego bricks.
The Coffee Chain won’t just be there for a few cool Instagram posts, though. It’ll also be raising awareness and donating proceeds to UNICEF UK. Those who stop by will also be encouraged to give a little to the cause.
Even if you’re not in Blighty, you can still be a part of the fun by hopping onto social media and posting some positive words or pictures under the hashtag #EverythingIsAwesome. A few London participants can earn “Awesome Deliveries” of coffee and donuts directly to their home or office.
Videos and images courtesy of Premier Communications in London.
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