Auntie Anne’s

Knead Perfumerie

Strategy

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3D Design

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Graphic Design

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Print

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Fabrication

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Production

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Strategy • 3D Design • Graphic Design • Print • Fabrication • Production •

Overview

Auntie Anne's signature scent has long been a powerful brand asset, drawing customers from across malls and travel centers to their locations.

With Gen Z showing strong mall presence and both Gen Z and Millennials driven by nostalgic experiences, the timing was perfect to transform this sensory trademark into a wearable fragrance.

The innovative concept aimed to position Auntie Anne's as a trendsetting brand while engaging with younger audiences through an unexpected product launch.

ABEL designed and executed the world's first Pretzel Perfumerie, an Instagram-worthy pop-up experience in New York City that elevated the humble pretzel to haute couture status. The experience featured:

• A sophisticated fragrance sampling station where guests could experience Knead's unique notes of buttery dough, salt, and sweetness

• An exclusive merchandise area offering limited-edition swag items

• A complimentary tote bag and Original Pretzel for all visitors

• Custom photo moments designed for social media sharing

• Interactive sensory experiences that brought the brand's signature scent to life

• The pop-up generated immediate buzz, drawing a line of over 100 eager fans before doors opened. The experience successfully merged the familiar comfort of Auntie Anne's pretzels with the exclusivity of a luxury fragrance launch.

Client: M BOOTH

Year: 2024

Location: New York, NY