Season: Spring 2022

Victoria’s Secret Beauty was looking to build brand awareness of its Bombshell fragrance and drive sales with the creation of an immersive pop-up experience

Goal: When Victoria’s Secret, one of the defining brands in the world of beauty, sought to elevate both local and global awareness around its iconic Bombshell fragrance, they partnered with The Lionesque Group on the design, development, and build-out of a one-week immersive pop-up experience on The High Line: an iconic outdoor park that weaves through the heart of Manhattan.

Lionesque: At the helm from conception to completion, The Lionesque Group coordinated and managed what was required to bring the Bombshell Gardens to life. Spanning everything from concept and design development, site selection, permitting coordination, and value engineering, to vendor management, staffing set-up, operations support, build-out, and breakdown coordination, the team worked hand-in-hand with Victoria’s Secret stakeholders to meticulously craft a local New York experience with the potential for global reach.

Outcome: Complete with immersive projection mapping, artful mirrored installations, elegant gardens containing thousands of flowers, and classic branded iconography, visitors were fully immersed in the Bombshell story: a place of discovery where all are welcome to be inspired and uplifted through the ultimate fragrance journey.

The experience featured 150 lbs of greenery, 525 feet of LED neon, 1,350 sq/ft of pink vinyl, and approximately 58,000 stems of fresh florals—half of them season-favorite peonies—sourced both locally and from countries around the world.

Engaging, Instagrammable, and destination-worthy, the Victoria’s Secret Bombshell Gardens garnered over 93,000 visitors, billions of social media impressions, four engagement proposals, significant brand awareness and coverage, and the genuine, high-spirited, consumer-empowering brand engagement it sought from the week-long pop-up event.