3X WAYS THE UNEXPECTED TAKEOVER IS WINNING ATTENTION
Social media has long been a giant stage for brands to show off their shiniest stunts, but many are still struggling to cut through the noise. Feeds are full of sterile pop-ups and overly curated events - backed by big budgets, but leaving little impact.
To stand out, you’ve got to change the game. Brands are shifting toward spontaneous, place-based takeovers that work as shortcuts to culture. Showing up in in locations that consumers least expect.
Here are three ways brands are creating moments of virality:
ALIGNING WITH BRAND DNA
The smartest brands choose spaces that reflect who they are, using real, lived-in environments to retell their narrative in new ways.
Take Burberry’s takeover of The Walmer Arms pub in Notting Hill. Unlike many brand strategies in the luxury sector, this wasn’t about chasing exclusivity. It was about reimagining a classic British ritual - the pub quiz - through the lens of Burberry’s heritage. A high–low mix that felt both surprising and distinctly on brand.
Image: Perello X Picante at Brindisa (left), Burberry
Similarly, when cult streetwear label Picante teamed up with Perelló olives, their launch at Soho tapas institute Brindisa was a crossover that just made sense. Spanish olives meeting a fashion brand built on heat and aesthetic edge, brought together in a Mediterranean foodie haven.
When brands activate in spaces that orbit their world, storytelling feels authentic. It’s about curating a cultural moment, not wasting budget on a corporate stunt.
REVIVING PAST ICONS FOR THE NOW
The quickest way into culture? Show up somewhere that already carries clout. By reviving legendary spaces for an event, brands are generating instant cultural capital. Not only is there a huge, pr-able, element of surprise, but also an opportunity to revive, and reimagine, history.
When Valentino reopened New York’s legendary Studio 54 nightclub for one night only, the internet went wild. By tapping into 1970s nostalgia, and connecting both history with contemporary culture, Valentino not only hosted an event, it created an iconic brand story.
Image: Valentino
Taking over spaces steeped in history enables brands to create memorable experiences without needing an elaborate production.
HIJACKING THE EVERYDAY
The world of branding loves a high-low juxtaposition. Some of the most memorable IRL activations transform everyday spaces into hyped cultural moments. Peggy Gou’s spontaneous rave at Parisian bakery The French Bastards is a perfect example. Clips of the DJ spinning decks with one hand and handing out croissants with the other filled social feeds with joyful chaos. Totally unexpected, slightly absurd, and completely brilliant.
Image: Peggy Gou (left), Adidas x Glitch
Similarly, the internet went wild when DJ Glass Animals hosted a set outside a Londis convenience store. And a few years ago, when Adidas took over a chicken shop to launch its latest shoe, the fashion crowd turned up in droves. A masterclass in hijacking the everyday.
Sometimes the smartest way to capture attention isn’t about building your own space, it’s crashing someone else’s. These activations hit especially well with Gen Z, creating IRL experiences that break tired brand tropes and invite participation.
Words by Ella Palmer, Culture.
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