The glorious, sticky syrup itself played a big part in our imaginative, playful vision, as did the brand’s Victorian heritage. We were inspired by features within Tate & Lyle’s original factory, from the mechanical production line, where the tins travel up the walls and along the ceiling in a fantastical fashion, to the enormous elevated tin of Lyle’s Golden Syrup on the outside of the building.

Together with an experiential marketing production company, we brought our design ideas to life. The Rise & Smile installation features a giant version of the Lyle’s Golden Syrup arch, which stands tall above the rush hour crowd, stopping people in their tracks and forming a roof over the Rise & Smile machine and sampling table. The iconic Lyle’s tin forms the body of the machine, which also features quirky Victorian engineering, such as an industrial three-legged stand, a vintage pressure gauge surrounded by copper piping and a delightful little chimney perched on the top. Gooey golden syrup, made from acrylic oozes out from the lid of the giant tin and also forms the playful, dripping top of the sample table.

From one clever idea, to a fully branded experience – our installation made people smile and brightened up their morning commute. The Rise & Smile installation is a joyous celebration of Lyle’s Golden Syrup – one of heritage, generosity and, of course, wonderfully glorious stickiness!