Three × easyJet
Turn Oxford Street into take-off
Role: Creative Concept · Partnership Strategy · Customer Journey Design · Experience Design · Creative Direction · Art Direction · Copywriting · AI Creative Direction (Assisted by Giles)
Travel is often sold as something distant—planned weeks in advance and experienced long after the decision is made. This concept explored the opposite: what if the feeling of being on holiday could begin the moment someone walked into a store?
Created for Three × easyJet, the flagship activation transformed an everyday retail visit into a complete departure experience. Every interaction borrowed from the rituals of travel—from boarding passes and destination lounges to sensory VR—turning Oxford Street into the first stop on a Mediterranean escape.
Deliverables:
Partnership Campaign • Campaign Identity • Customer Journey • Experiential Activation • Airport Touchpoints • CRM Journey • Digital Experience • Motion Concepts • Social Campaign
01 · The Invitation
The campaign made the idea of a holiday feel immediate, not aspirational.
Awareness was built across OOH, social, creators and street teams, all pointing towards a single moment: stepping inside the Oxford Street flagship for the chance to win an easyJet escape.
02 · Departure Inspiration
Travel inspiration appeared in the moments people were already looking for it.
Creator content blended naturally into social feeds, reframing an everyday commute into the possibility of sunshine, travel and an experience waiting just around the corner.
03 · A Taste of Departure
The holiday began before visitors reached the store.
Street teams handed out warm pretzels, hand warmers, destination-inspired giveaways and boarding passes, creating small sensory cues that hinted at the escape waiting inside.
04 · Boarding Begins
Every interaction borrowed from the rituals of air travel to build anticipation before the headset ever went on.
Rather than sending visitors straight into VR, the store recreated the rhythm of a departure lounge. A destination generator assigned each traveller their escape before personalised boarding passes, departure buzzers and Mediterranean-inspired mocktails gradually replaced the feeling of shopping with the anticipation of boarding. Warmer lighting, sunlit destination screens and relaxed seating extended that illusion, ensuring the holiday had already begun before the pod doors closed.
05 · Take-Off
True immersion comes from engaging memory, not just vision.
The pods were designed to recreate the feeling of arrival rather than simply simulate a destination. Movement, spatial audio, sea spray, saltwater mist and even the familiar scent of suncream layered physical sensation over digital storytelling, transporting visitors mentally from Oxford Street to the Mediterranean.
06 · Captured Memories
The most believable content is captured, not created.
Integrated cameras recorded genuine reactions as visitors became immersed in their destination, producing social content that felt authentic rather than staged. Instead of asking people to make content, the activation naturally gave them something worth sharing.
Captured with participant consent.
07 · The Journey Continues
Every touchpoint was designed to move people one step closer to travel.
Personalised follow-up content reconnected visitors with the destination they explored, combining holiday inspiration, Go Roam benefits and relevant easyJet offers at the moment travel planning was most likely to begin.
