Our immersive experiential pop up in Soho, London transported fans into the world of Matthew Vaughn’s latest spy thriller and provided the perfect setting for talent junkets.

The Argylle Experience | Substance Global

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.

More Work

For the ultimate Christmas spectacle, our Experiential team were trusted to create a larger than life human claw machine, inspired by the classic arcade game, for both an on-air talent shoot and a festive experiential activation in London.


Bring a life-sized animated dinosaur into the ‘real world’ of London’s Trafalgar Square in a world’s first to use ground-breaking virtual production technology in a five day post-pandemic event.




Unit 406

Metropolitan Wharf

70 Wapping Wall

London E1W 3SS


+44 (0)20 7067 4730

Los Angeles

4500 Park Granada

#204 Calabasas

CA 91302


+1 310 227 9575

Buenos Aires


+54 9 11 6560 0007

Say hello

Copyright © Substance Global 2024

Website by Antiblanks