Puck x Air Mail:
Box Office
Challenge
To celebrate Puck and Air Mail’s partnership with the BFI London Film Festival, bringing two distinct editorial voices together for their first UK activation and introducing London audiences to both publications through a shared love of film.
Solution
We brought a touch of classic cinema nostalgia to London’s South Bank with The Box Office, a one-day pop-up overlooking the Thames.
Inspired by traditional cinemas, the space featured Puck’s signature red, retro cinema ushers, a bespoke theatre-inspired carpet and a concessions cart serving popcorn, tea and biscuits.
At the centre of the experience was The Ultimate Guide to the BFI, a bespoke, double-sided publication featuring editorial commentary, festival information and film recommendations from both publications.
Visitors could pick up film-inspired postcards, while scratch cards offered the chance to win festival screening tickets and treats from neighbouring cafés.
Complimentary refreshments were also offered in exchange for email sign-ups, helping both publications connect with new audiences.
