Jumping into fashion week festivities, Reckitt Benckiser-owned laundry brand Woolite opened up a pop-up boutique in Soho with an interactive Twitter installation. Open until 16 September, it allows fans to share their style stories by live-tweeting with the hashtag #Woolitewashed. The tweets appear as bubbles in the windows of the pop-up boutique, and are also projected inside the store, for fans to play with, pop and move around. It all ties in with a digital campaign through Iris Worldwide called WooliteWashed, aimed at encouraging women to take care of their clothes and share how their clothes make them feel.
The pop-up store also features an interactive installation promoting Woolite's new Darks & Everyday variant, in which customers are invited lift a bottle from a special table and see projections telling them how to care for their clothing.