The Brief
B&Q needed an imaginative way to launch its new home improvement brand, GoodHome, to key stakeholders, leadership teams, media, and investors. The goal was to communicate the brand ethos, showcase innovation, and prove that GoodHome is here to change the game. The brief spanned three tailored days across London and Paris, each designed to hit distinct audience goals.
Creative Concept
We pitched three big concepts - so big, they couldn’t pick just one. Instead, we built a mash-up of all three: a 360º immersive experience that felt part theatrical set, part brand showroom. Guests moved through a series of rooms representing common home improvement challenges - “NiGhTmArEs” - and experienced how GoodHome’s solutions would turn them into wins.
The Delivery
We had just three months to go from first site visit to full-scale build, so our London events team and in-house build and fabrication partner worked around the clock to make it happen. The result was a fully immersive walk-through inside Olympia, complete with a Happiness Room, Nightmare Tunnel, Product Innovation Pods, Express Store, and a Pavilion showcasing everything from kitchens to tools.
BK worked hand-in-hand with over 100 B&Q team members to co-develop content, signage, spaces and stories, every room had a purpose. We then packed everything up, shipped it to Paris, and recreated the experience.
A standout moment? Watching finance investors walk through a haunted-house-style nightmare room and come out talking about customer happiness. That’s BK’s version of ROI.
The Impact
Rather than just a brand launch, we were committed to instigating a shift in brand belief. The event helped reposition B&Q from a home improvement retailer, to a home improvement innovator. Guests left buzzing, media coverage landed across the channel, and most importantly GoodHome’s vision became reality.
Another example of Bearded Kitten taking the ordinary, and making it something extraordinary. If your ready for the Kitten effect, let’s chat! Email us at info@beardedkitten.com.
