DUSK 10th Birthday

DUSK was turning ten. Our challenge was to turn that milestone into a reason for shoppers to stop, discover the brand and join the celebration.

To bring a decade of affordable luxury to life, we took DUSK to Battersea Power Station. And put one of its hero products at the centre of the party.

Every great birthday needs a cake. We made ours a sofa.

We transformed DUSK’s Brooklyn two-seater into a life-sized cake. A familiar piece of furniture with a delicious twist, designed to spark curiosity, stop shoppers in their tracks and get cameras out.

The product became the entertainment, giving everyone a slice of DUSK’s tenth birthday.

• Building the birthday buzz. In the run-up, influencers Meagan Wells and Bobbi Williams Aston took their audiences behind the scenes as the sofa cake was designed and baked, before cutting the ribbon on the day.
• A reveal worth waiting for. A giant DUSK gift box built anticipation before being unwrapped to reveal the sofa cake inside.
• A slice of the celebration. Shoppers were served Victoria sponge, with a gluten- and dairy-free alternative available, all presented with DUSK-branded touches.
• From cake to comfort. A separate seating area showcased real DUSK furniture, inviting shoppers to experience the products behind the spectacle.
• Beyond Battersea. We captured the build-up, reveal and celebrations to create content for DUSK’s own channels, extending the birthday beyond the live experience.