Jo Malone London has launched an immersive Christmas Special in London in partnership with experiential agency Backlash.

In a gold-toned pop-up in a corner of Covent Garden, visitors will be able to step through an entrance framed by presents piled high and try their luck with a prize wheel to see what they can win.

They will then be invited to step onto a set for a photo moment to share with friends and family. There will also be space to explore the brand’s fragrances and lifestyle house’s festive scents and presents range. 

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The Jo Malone Christmas Special will take place between 31 October and 24 November, after which it will relocate to St James Quarter in Edinburgh from 5 December to 15 December. 

“Jo Malone London has created the ultimate destination for gifting this Christmas, providing a moment of festive glamour designed to bring joy to their customers,” said James Barnes, business director and co-founder of Backlash.

“This generous celebration of the holiday season invites fans to partake in an sparkling gameshow experience that not only delights but also gives back, creating lasting memories and special moments.”