To celebrate the launch of Victoria Beckham’s new fragrance, 21:50 Rêverie, Cooperative Activity designed an immersive installation on New York City’s iconic High Line. The temporary activation was crafted to captivate both existing fans and new consumers, creating buzz and excitement through interactive, multi-sensory experiences. By blending digital and physical elements, the installation not only heightens awareness but also reinforces the brand equity of Victoria Beckham, showcasing her house’s commitment to innovation and elegance.