L.L. Bean Pop-Up Retail Experience

The Brief

L.L.Bean, the US outdoor clothing giant, approached Hyphen (via their UK distributor) to support with creating a retail pop-up store proposition to take their brand offline in the UK.

The core objectives were:

  • to have an offline presence in the UK
  • to educate and engage potential consumers
  • retailing a selected range of products during the summer months


Hyphen proposed a series of live brand experiences aimed at bringing the retailer’s iconic New England style and love of the outdoors to festivals and outdoor events across Britain.

As well as introducing event goers to the brand’s high-quality outdoor-wear and accessories, the pop-up stores featured opportunities for visitors to the events to ‘be an outsider’ by giving them the opportunity to learn new skills such as outdoor photography and map reading from social media influencers including the Bald Hiker – all reminiscent of the brand’s Outdoor Discovery Programme which features heavily in the US.

The store was even wrapped by a bespoke traversing wall encouraging visitors to fully immerse themselves in the brand’s love of the outdoors.

With the brand rooted in outfitting families to get out and enjoy the outdoors, the inaugural Timber Festival was the perfect event to launch the retail experience, given its ethos of celebrating the outdoors.

The pop-up stores took prime position at the events attended and often sponsored any outdoor activity zones enabling trial of the brand’s most iconic products in the right environment.

L.L.Bean Pop-Up Retail


“Over the last two summers (2018 and 2019) Hyphen have toured the UK with our L.L.Bean pop-up shop, attending key events where our target audience of outdoor family enthusiasts gather.


They adapted their approach each year, refining the brand experience, adapting the offer to ensure we hit the sweet spot. The team were always happy to help, go the extra mile and were a delight to work with.”

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Boutique experiential agency Bee rebrands as Hyphen

Boutique live events and experiential agency Bee, part of Omnicom’s Cosine Group, has kicked off 2018 with a complete rebrand – introducing a new name, logo and brand identity.

Bee is now known as Hyphen. The new name reflects its vibrant, creative proposition – to create connections for brands that cut-through the noise.