Sook Spotlight: Jagermeister turns Oxford Street Ice Cold

Jagermeister brings the crowds (and the celebs) to Sook Oxford Street.

queue outside Sook Oxford Street at Jagermeister pop-up

Cult drinks brand Jagermeister opens the UK's first-ever IceCold Supermarket with Sook.

What do you get if you mix one of the world's best-known drinks brands with the UK's most innovative retail space? The first-ever IceCold Supermarket, which popped up on London's Oxford Street for two days only.

Crowds formed outside Sook's flagship space at 58 Oxford Street after teaser videos dropped on social media featuring award-winning actor, rapper, comedian and 'store manager' Michael Dapaah. Once inside, customers could explore the immersive supermarket - chilled to -18c, and stocked with all things Jagermeister - while the basement level became the home of the 'Freezer Room': London's coolest party, as celebrity DJs took to the decks and a mixologist served shots from the bar.

five men posing for a photo in Sook Oxford Streed during Jagermeister pop-up

"Iceland wouldn't let us have a rave in their supermarket, so we made our own.

The ICECOLD Supermarket showcases Jägermeister's optimal serving temperature of -18 degrees. As Jägermeister is a brand best served Ice Cold, we couldn't think of a better setting for customers to fully immerse themselves with chilled surroundings, -18  temperatures and an ice cold secret in store." Peter Kennedy, Mast-Jägermeister Head of Digital, Culture and Events

Find out more about Sook Oxford Street here.
queue outside Sook Oxford Street at Jagermeister pop-up
Three men behind DJ decks at Sook Oxford Street in basement during Jagermeister pop up
Queue outside Sook Space on Oxford street during Jagermeister pop up
Shoppers looking in fridges at stock during Jagermeister pop up in Sook Oxford Street
Sook Space Jagermeister pop up with two Jagermeister staff posing smiling in front of cash desk
Jagermister branding on screens in Sook Oxford Street during Jagermeister Ice Cold Pop Up
Jagermeister fridge during ice cold pop up at sook space in oxford street
Jagermeister branding above store in Oxford Street
two men smiling hugging in Sook Oxford Street during Jagermeister pop up
two influencers posing at Sook in Oxford Street during Jagermeister pop up
Three men behind DJ decks at Sook Oxford Street in basement during Jagermeister pop up
queue outside sook space on Oxford Street during Jagermeister pop up
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