Lush has brought the city of Duloc from the famous Shrek films to the heart of Soho in London, as it launches its new limited edition Shrek collection at a pop-up just in time for Easter
The pop-up at 67-71 Beak Street launches the retailer’s new collection which celebrates “everyone’s inner swampy self”, in stark contrast with Lush’s ‘clean girl’ aesthetic of recent years. It is inspired by DreamWorks Animation’s Shrek films.
The space is “designed to make visitors feel as though they have stepped right into a fairground far, far away”. It will remain open till May 3 for Shrek fans in the city.
Customers can enjoy interactive Shrek fairground-inspired games at the pop-up, including ‘Hook a Donkey’ and HoopLa, as well as shop from the limited edition collection of products.
Inspired by Shrek’s journey from a self-loathing to a self-accepting ogre, the range features Get Out Of My Swamp shower slime, Shrek Swamp bath bomb and Fiona shower gel, new and exclusive fragrances, and Gingy and Donkey bubble bars.
Melody Morton, Lush creative concepts director, said: “I love how Shrek is a family film I enjoyed when I was in my teens and now my own teenager loves all the meme culture of Shrek today. It’s a classic film that celebrates self-love and was an obvious fit for a Lush collaboration. It’s earthy and fun and perfect for swampy self-care.”
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