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A large Space NK team in black uniforms celebrating outside a store front on opening day

Case study · Premium beauty retail

Space NK Store Programme 400+ Shifts | 15+ UK Stores

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The story in brief

Space NK has trusted us with store openings, gift-with-purchase theatre, mascots and partner brand launches across its UK network. That adds up to more than 400 shifts in 15+ stores, from Oxford Circus to St James Quarter.

Client
Space NK
Sector
Premium beauty retail
Format
Multi-format store programme
City
15+ UK stores
Venue
Space NK stores
Staff type
Brand ambassadors, Promotional staff, Costume characters, Meet and greet staff, Event managers
400+Shifts
15+UK stores
10+Store openings
500Goodie bags
5Cities

01

The brief

Space NK needed one partner for every kind of in-store moment: store openings and re-openings, gift-with-purchase programmes, mascot and parade activations, loyalty sign-up drives and partner brand launches with Medicube, YSL and the wider premium portfolio.

Each one had to feel as polished as the stores themselves, from the doors opening to close, whether the booking was two brand ambassadors for a weekend or a full team for a shopping centre takeover.

Space NK team members with giant black branded balloons outside the Oxford Circus store

Tim and the Executional team always deliver! They have supported us with brilliant people for our events and they are a great partner to work with.

Laura, Space NK
The Space NK bag mascot beside a long customer queue outside a store opening

02

Store openings

Our brand ambassadors, promotional staff and event managers have opened Space NK stores at Watford, Chelmsford, Canterbury, Oxford Circus and Bluewater, and run re-openings in Bath, Glasgow and Liverpool.

At Oxford Circus the team handed out the first 500 luxury goodie bags on opening day. In Bath, seven staff over two days ran a Pick N Mix prize giveaway, a cookie queue on hawker trays and wristbands for the first 250 customers. Watford had two brand ambassadors and an event manager on queues, pastries, lucky dip prizes and loyalty sign-ups; Canterbury gave every visitor a tote bag; Liverpool ran a Spin to Win Wheel with prosecco, mocktails and branded biscuits.

Two team members posing beside a pink slide inside a Space NK store

Thank you so much for sending Brigitte and Amber for our Kingston opening! They were FANTASTIC! The event was a huge success, and they were both so great!

Space NK

03

Gift with purchase and in-store theatre

At Oxford Circus and Spitalfields, back-to-back activations ran for 8 days and 28 shifts: an ice lolly cart, proof-of-purchase checks before every gift handover, a welded bracelet queue and branded balloon backpacks out on the pavement.

The Summer Society Cart took two-person sampling teams to focus stores in Birmingham, Liverpool, Manchester, Sheffield and Cardiff for 10 activation days and 140 live hours, setting up and packing down the freezer-loaded cart each day. At Bluewater, a large experiential activation gave out 8,000 branded tote bags from roaming carts, with stewards on the branded escalator slide and queue managers alongside.

A long line of Space NK team members holding a black ribbon for a store launch in a shopping centre
A brand ambassador at a pink Medicube counter presented by Space NK

I used Executional promo staff for a store opening and they were fantastic! Nothing was too much trouble and everything ran so smoothly. Communication is always fast. Thank you!

Space NK

04

Mascots and parades

The Space NK bag mascot has drawn shoppers in at Westfield, the Bullring and St James Quarter in Edinburgh, where it led a Brazilian drumming parade for the Summer Kit launch beside a co-branded photo booth and complimentary ice creams.

Our costume characters stay silent in character, as the brand's mascot guidelines ask, and every appearance has a dedicated chaperone to keep the mascot safe through the crowds.

The Space NK bag mascot posing beside a bronze bull statue in a city centre
A team member wearing a giant black Space NK balloon backpack outside a store
A team member with the pink Summer Society Cart and goodies on a city street

05

How it ran

  • Scale: across more than 400 shifts, the brief stays the same: represent Space NK warmly and professionally, every shift.
  • Openings: queue flow and store entry managed at every opening weekend, working with store security.
  • Loyalty: shoppers signed up to the N.dulge rewards programme on in-store tablets.
  • Food and treats: cookies, pastries, ice lollies and ice creams served with allergen cards on hand and food hygiene standards at every handover.
  • Store support: staff help store managers with displays, tidying and ad hoc tasks so the shop floor stays to the brand's standard.
A team member beside a prize wheel inside a Space NK store
A team member holding a gift beside a Fancy A Dip box in a Space NK store
Four Space NK team members in black standing in front of skincare shelves in store
Two team members holding Space NK gift boxes on a tray at a store entrance

Where it ran

15+ UK stores

Space NK stores, England, Scotland and Wales

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Why Executional

  • 2007Established
  • 6,000+Staff on our books
  • 3,000+Clients
  • 40UK staffing hubs
  • 4.9Rated on Google
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