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This week, U.K. retailer Argos (purveyor of everything from FitBits to futons) opened the doors to its very own hotel concept in collaboration with Pinterest. While at first glance the immersive experience may seem like yet another colorful brand pop-up, a closer look finds it’s part of a bigger strategy from the chain to retell its brand story.
The Sainsbury’s-owned brand has co-opted London’s trendy Bethnal Green Town Hall Hotel to host The Argos Mood Hotel for three days.