THE GREY GOOSE CHIP SHOP
ACTIVATION OF THE YEAR
As a drinks creative agency, we’re always on the lookout for activations in our industry to attend and experience from a consumer perspective, gaining invaluable first-hand research and insights.
This December, for two nights only, Grey Goose took over 59 Greek Street to bring to life a late-night dining and martini cocktail event that reimagines the classic British Chip shop through a distinctly elevated French lens.
Here’s why Grey Goose’s pop-up was our favourite activation of 2025.
BEST IN CLASS MENU ACTIVATION
Grey Goose took a menu activation to the next level. Leaning into the growing cultural pairing of martinis and chips (often dubbed the “New York Happy Meal”), as the perfect late-night indulgence.
The menu was tucked into the Goose Gazette, a specially curated newspaper for the occasion, bringing a French flair to the ordering experience.
The simple pairing felt elevated through a range of options from traditional to decadent. A ‘tini flight of martinis was also offered, encouraging discovery and delight. Our standout pairing? The Goose Gibson Martini with Coq au Vin Frites.
THE ART IN THE DETAILS
From French-speaking waitstaff and a live pianist to the subtle branding on martini picks, glassware and napkins, the attention to detail was exceptional.
This activation is a perfect example of how to integrate brand elements seamlessly into a sophisticated, elevated environment, where every touchpoint reinforces the brand world without ever distracting from the experience itself.
REDEFINING THE POP-UP
Open from 6pm until midnight and operating on a walk-ins-only basis in the heart of Soho, the Chip Shop was designed intentionally as an extension of the evening rather than a destination that required planning.
Promotion was kept deliberately minimal, limited to a handful of online articles and listings. The result? A pop-up that felt like something you stumbled upon, an unplanned discovery in a city booming with options.
Grey Goose set out to create a space where guests could linger, indulge, and never feel rushed. Not only did they achieve this, but they also delivered something genuinely refreshing in today’s pop-up landscape: an activation that didn’t rely on influencers or hype which can lead to overwhelming footfall, and instead prioritised consumer experience, atmosphere and intimacy.
FINAL TAKEAWAY
The success of Grey Goose Chip Shop lies in its restraint. By prioritising atmosphere over amplification and experience over exposure, the brand created something that felt authentic, elevated and undeniably on-brand.
LET’S MAKE IT HAPPEN
Here at Wonderworks, we help brands turn ideas into experiences people genuinely want to be part of. Blending strategic thinking, cultural insight and standout creative, we build activations that feel considered, relevant and memorable – just like the best ones we admire.