The Pop-up shop The Marshmallow Apothecary is reappearing for a second time in London this month to provide free consultations and flavoured marshmallows to cure whatever ails you.
The Marshmallow Apothecary was created by The Robin Collective, a group that specializes in creating and organizing unique and experiential events. The shop first popped up on London’s Carnaby Street for two weeks in February 2013, offering remedies like 'The Pick Me Up' and 'The Immune Booster,' for the winter blues, common cold, and even a red wine and black cracked pepper flavour called 'The Broken Heart Mender' for Valentine’s Day.
For its second appearance, The Marshmallow Apothecary aims to combat overindulgence of chocolate at Easter with its 'medicinal marshmallows.' For its launch at Boxpark, it is introducing two new flavours: the fried chicken flavoured 'Hangover Remedy' and the coffee and tobacco flavoured marshmallow, aptly titled 'The Vice.'
The Marshmallow Apothecary opens in Boxpark, Shoreditch from April 8-17th, 2013.
Medicinal Marshmallow Clinics
The Robin Collective’s Offers a Remedy for Easter Chocolate
Trend Themes
1. Experiential Marketing - The Robin Collective's Marshmallow Apothecary pop-up shop offers unique and experiential events that leave a lasting impression on customers.
2. Functional Foods - The Marshmallow Apothecary creates flavored marshmallows with medicinal purposes, tapping into the functional foods trend.
3. Alternative Products - The Marshmallow Apothecary's Hangover Remedy and The Vice marshmallows offer alternative products that disrupt traditional candy offerings.
Industry Implications
1. Food and Beverage - The functional foods trend tapped by The Marshmallow Apothecary has disrupted the traditional food and beverage industry, as consumers prioritize health and wellness.
2. Event Planning - The Robin Collective's creation of unique and experiential events with The Marshmallow Apothecary has disrupted the event planning industry by highlighting the importance of creating memorable experiences for attendees.
3. Retail - The Marshmallow Apothecary pop-up shop disrupts the traditional retail industry with its alternative offerings and limited-time engagement, creating a sense of urgency and exclusivity for customers.