V&A South Kensington is taking over Vinegar Yard with a multisensory OOH special build for its new Marie Antoinette Style exhibition—designed to spark buzz among fashion, beauty and design-curious younger audiences.
What’s the build?
A 10-in-a-row billboard created by Anything is Possible with Jack Arts and Posterscope, turning the site into a teaser for the exhibition experience.
Scented tearaways: street-level immersion
The installation features exclusive scented tearaways by AVM Curiosities. Scratch to release ‘Powder & Rouge’—a floral blend of orris root, rose, lavender, tuberose, violet, musk, jasmine and orange blossom.
The 105 × 105 mm pink/purple squares mimic a handkerchief with a Marie Antoinette monogram in the corners. Flip the card and you’ll find exhibition details.
Where & when
The campaign runs for two weeks from Monday 22 September at Vinegar Yard (near London Bridge)—timed with the exhibition opening that explores Marie Antoinette’s lasting influence across 250+ years of design, fashion, film and art.
Why it matters for OOH
Multisensory creative—sight, touch and scent—drives dwell, memorability and shares. By bringing the exhibition’s world onto the street, the V&A turns curiosity into intent before visitors even reach the museum.
FAQs about this campaign
What is the V&A special build?
A customised 10-in-a-row billboard takeover at Vinegar Yard featuring scratch-to-release scented tearaways that tease the ‘Marie Antoinette Style’ exhibition.
Who created it?
Agency Anything is Possible in collaboration with Jack Arts and Posterscope for the V&A South Kensington.
What does the scent smell like?
Designed by AVM Curiosities, ‘Powder & Rouge’ blends orris root, rose, lavender, tuberose, violet, musk, jasmine and orange blossom.
When and where is it live?
At Vinegar Yard near London Bridge for two weeks starting Monday 22 September—coinciding with the exhibition’s opening.
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