McArthur Glen approached us as they were looking for unique and memorable ways to promote their range of designer outlets across the country.

We were to collaborate on numerous occasions, producing a host of bespoke photo-shoot stunts to create iconic images for promotion, press and PR.

What we did

We created a diverse and compelling range of publicity stunt photocalls  to dramatically promote the various McArthur Glen designer outlets and their clothing ranges:

In Derby we built a 6ft tall shoe covered in 22,000 liquorice allsorts to highlight a boom in sales.

To mark the launch of the autumn collection in Cheshire we clothed a model in a dress made completely out of leaves.

To coincide with localised fashion launches we created catwalk-style photoshoots on horseback in Swindon; on a punt along the river in Oxford; and even on the top of the white cliffs of Dover.

We also constructed the world’s largest yellow jersey, displayed on the roof of McArthur Glen’s York outlet, to celebrate the Tour de France’s arrival in the area.


  • A huge amount of public awareness was brought to the various McArthur Glen outlets by those who witnessed the stunts first-hand
  • Scores of stand-out images were generated for use across wide-ranging media including online and print
  • Pictures gained huge circulation in both local press and national news including articles in the Daily Mirror, The Sun, Metro, and The Guardian
  • A video was produced to promote the Horseback fashion show in Swindon
liquorice allsorts
Models in designer clothes stand on a punt on a river in Oxford with people watching from a bridge
A child plays in a giant shoe made out of liqourice allsorts as shoppers watch on
A mdoel wearing a dress made entirely out fo leaves poses as shoppers holding bags walk by