Indesit - @100

Product Launch and Centenary Celebration


Line Up were tasked with creating a landmark event for trade customers and press to view the latest product range and celebrate the 100th birthday of the Hotpoint brand.
The key message was that Hotpoint was 100 years ‘young’ and so to celebrate the brand’s innovation over so many years, an intimate brand experience was created in the industrial blank-canvas space at Victoria House Basement in Bloomsbury.

Delegates arrived via an Indesit pop-up shop in groups of 40, every hour, for 4 days. They were then taken downstairs into a labyrinth of specially created zones, the first of which featured 4 kitchen sets depicting Hotpoint’s impact on domestic life since the 1950’s. These incorporated cleverly devised VT’s presented by ‘housewives’ of various decades. From there, delegates were taken into a cinema for a series of films and presentations and then into a zoned exhibition, an innovation gallery, Eco Zone and hands-on product display.

The experience culminated in one-to-one business meetings with sales representatives prior to an evening of celebration at Quaglino’s Restaurant, featuring stunning live entertainment from the cast of Chicago.

Commercially the event was a resounding success, meeting sales targets and giving Indesit an opportunity to thank and reward their customers. 90% of delegates rated the event either good or excellent.



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