Raising the roof

Top Branded Rooftop Activations

With the summer sunshine finally here and the clamour for outside destinations high, we take a look at some of our favourite branded rooftop activations.


We worked with Samsung to provide magical summer screenings of various classic movies. Set on John Lewis’ incredible rooftop, customers experienced the films in amazing 8K on Samsung’s huge 82” QLED TV.

The screenings proved to be extremely popular, with over 100k social media impressions!


Dior recently gave Selfridges’ plush alto rooftop restaurant a makeover for the summer, marking it a hot new destination for fun fashion lovers everywhere.

The mark the partnership, the roof has been draped with Dior’s toile de Jouy, with new, cool seating, parasols and deckchairs. Further, new dishes and drinks have been added to the menu – including a huge seafood platter for two and a J’Adior Selfridges cocktail. Count us in!


To mark the launch of their new BACARDI Lime rum flavour, the alcohol brand took over the Moxy Hotels Magic Hour Rooftop Bar in New York for a bright and breezy neon-tinged extravaganza. Guests entered through a lime green tunnel into a Caribbean inspired space and could try out the cushioned merry-go-round spun whilst chomping on their tacos and drinks picked out by actor and model Olivia Culpo.

Once done, they could take some Instagram friendly pics in front of the lime neon, Bacardi logo inspired, bat wings, or underneath the lime tree.


Proving that rooftop installations don’t need consumers present to be impactful, Xbox celebrated the launch of the Xbox Series X and S with a rooftop installation in London. Set against the backdrop of St Paul’s Cathedral, the activation used four purpose-built, 4K projectors to showcase a holographic installation.

The ‘Dreams Within’ installation showcased the innovative new features of the Series X and S. A 12ft holographic chamber, glistening with shimmering transparency, as a light show played within and around it was accompanied by a thumping soundtrack to highlight the advanced capabilities. The whole activity was streamed on Twitch to heighten the excitement around the launch.


To coincide with the new James Bond film (which was subsequently delayed) No.3 gin partnered with respected Alessandro Palazzi of DUKES in Mayfair to launch their ‘Vesper Martini’, exclusively available at Selfridges.

As part of the launch, the gin company took over Selfridge’s rooftop in October and hosted ticketed events. Consumers could take part in socially distanced Martini making masterclasses and taste tests, taking home a free tote bag, No.3 Gin print and a 10% discount on a bottle of the new gin. Sure to leave those who attended stirred, not shaken.