As part of JD Sports’ grand opening at the Bluewater Shopping Centre in Essex, UK, the Cuddle Creative Works team was tasked with creating an eye-catching brand activation installation for the sportswear retail company.
The final result was an inflatable, 5 x 4m model JD Sports duffle bag made out of nylon with a TPU inner layer to ensure the bag stayed inflated for the duration of the campaign. These distinctive yellow drawstring bags are an iconic feature of the brand’s public image, easily identifiable on customers’ backs on a British high street. Making use of this strong organic branding, we found a way to create a realistic representation right down to the way the material crinkles. We also worked with the location to pre-plan the rigging for the piece which hung 25m above shoppers in the shopping centre.
