JOAN

Mother. Lover. Liar. Thief.

Brief

SWAMP’s task was to create an immersive event to launch ITV’s latest series JOAN. The ambition was to excite and intrigue content creators and press before the show’s release, driving peer-to-peer recommendations and generating traditional coverage. We smashed ITV’s targets.

Idea

To immerse guests in the 80s world of JOAN, SWAMP transformed a venue in Soho into a multi-dimensional, immersive space. Guests arrived on a bustling Soho street to find the Bernard Jones jewellery shopfront, which had been recreated from the series. Inside, they were greeted by a seedy shop manager surrounded by glistening pieces of real diamond jewellery. After revealing that they were there to see the "premium collection," as instructed in their invitation, guests were led downstairs to meet a salon receptionist who welcomed them with drinks and checked them into their "appointments." Guests entered New Waves, the hair salon from the show, where they were treated to a full 80s makeover—trying on wigs, moustaches, and getting doused in custom-themed hairspray to assess if they were a "Mother," "Lover," "Liar," or "Thief," as per the show's tagline. Next door, in New Fashions, personal stylists dressed guests in vintage fur coats and fedoras to complement their new look, immersing them further in the show's world of disguise. In the showcase area, guests mingled over custom-themed cocktails and canapés while 80s TV sets dotted the space, playing classic clips from the era. Here, a gemologist hosted sessions on the "premium collection," teaching guests how to spot a real gem from a fake one. Hosted by Boyd Hilton, talent from the show participated in a live Q&A session, and attendees got an exclusive preview of clips from the new series. After the cast Q&A, JOAN’s theme music guided guests back to the original salon space, which had seamlessly transformed into Club Tropicano: a neon palm-filled nightclub inspired by the show. Guests enjoyed Piña Coladas and danced the night away to 80s hits mixed by a DJ. Upstairs, the red carpet area facilitated photos and interviews for the talent and other invitees throughout the evening. The seamless transitions between spaces and interactive experiences provided endless content opportunities, transporting guests back to the 80s while deepening their connection to the show.

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15M

SOCIAL IMPRESSIONS

90K

SOCIAL MEDIA ENGAGEMENTS

CONTENT CREATORS

OCT 24'

THE UK'S MOST-STREAMED SHOW

An unexpected transformation

As every part of the venue had been used for key moments in the content journey, SWAMP’s challenge was to host the afterparty within the existing set design. To overcome the lack of an extra room, SWAMP transformed the New Waves hair salon and boutique into an 80s nightclub, Club Tropicano, while the screening took place next door. In less than thirty minutes—and in complete silence—the team rolled out racks of vintage clothes, packed away wigs and bottles of hairspray, and removed the entire salon/boutique set up to make way for the dance floor. Larger set pieces spun around to reveal neon palm trees, the jewellery counter photo station was lifted to reveal a DJ booth underneath, and the lighting shifted, completely transforming the space.

This transformation delivered a content-first surprise-and-delight moment for guests, who re-entered the transformed space and experienced it in an entirely new form. Roaming, larger-than-life characters captured these moments on Polaroids, adding to the nostalgic experience.

Want to transport your audience back to another era? Fax us!

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