In partnership with Universal Pictures and Marv, we crafted The Argylle Experience to celebrate the release of the action-packed spy comedy. 

Stepping from Greek Street through a giant row of books, fans were transported into one of the iconic sets from the film. Using real props and meticulous design, guests started their adventure at one of Elly Conway’s book signings, before being led through a secret door to explore interactive spaces inspired by the film.

This hidden second space featured photo ops, costume displays, music video dance corners and even a 360 mirrored smoke illusion room.

Live actors helped guide the experience as fans discovered the excitement around every corner, encouraging them to connect with the film and its dynamic themes, plus helping to facilitate content capture.

As well as a two-day public event, our activation was used to host press and influencers from across the globe, working in tangent with both the domestic and international junket to facilitate stand ups, as well as a talent photocall and dedicated content capture with Claudia Schiffer and Chip.

Substance delivered an A-Z activation from strategy, conception, location, permitting and design to event build, management and media relations.

Over 1,000 visitors experienced the activation over two days open to the public. Social posts generated from the experience had a total combined following of over 8m. 

Talent photocall images were syndicated and picked up by editorial outlets with a potential media reach of over 75m.