London – Impresarios Sam Bompas and Harry Parr have opened a crazy golf course with a birdie’s eye view of the British capital.
The course, which is on the roof of department store Selfridges, features nine holes with renditions of London’s signature landmarks in cake form. Players tee off by hitting their gold, yellow or blue ball around the Gherkin. To complete the par-two third hole, players putt their way across a water feature via a blue Tower Bridge.
Once players are done with sport, refreshments at the 19th hole are provided by smart food brand Daylesford. LS:N Global’s favourites include the cream tea and the gin, violet and elderflower jellies in the shape of St Paul’s cathedral.
The Big Rooftop Tea and Golf Party is a roof-raising example of how smart brands can connect with consumers by providing opportunities for Conviviality Culture. It is open until 2 September 2012.
For more ideas on making your real-world store relevant, buy our new Retail Futures report.