Worth the queue – Lindt’s UK flagship store opening

By being curiouser and refusing to treat the opening like a traditional retail launch, we made Lindt Piccadilly impossible to ignore.

The problem

Lindt was opening its biggest ever UK flagship store on London’s Piccadilly - a high-profile, high-stakes launch in one of the busiest retail districts in the world. The challenge was to cut through the noise of nearby luxury and heritage stores, drive footfall, and position Lindt as the premium chocolate destination in central London.

Chocolate might be timeless, but retail launches aren’t. In a crowded market, people don’t just want a shop... they want an experience. We knew the story couldn’t just be about another store opening. It had to be about the ultimate immersive chocolate destination. That meant leaning into indulgence, heritage, and sensory storytelling to capture attention.

Image of two master lindt chocolatiers, one male, one female, both white, dressed in white with white chef's hat, alongside Roger Federer celebrity ambassador and white woman with brown hair in Lindt branded apron, cutting the golden ribbon.

We collaborated with an army of food and lifestyle influencers to preview the launch, resulting in queues around the block, dominating headlines and feeds, and establishing Lindt Piccadilly firmly as the capital’s most indulgent new destination.

200 metres

Queue around the block on the public opening day

+566%

Over delivery against earned KPI

33.9m

potential reach of influencer content

Curious?

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