A Devil Wears Prada-inspired newsstand has popped up in London this week.
Created by Diet Coke to celebrate the launch of The Devil Wears Prada 2, the newsstand is located at Malaysia Square in Battersea Power Station and offers visitors a themed ‘Diet Coke break’ with a stylish twist.
Visitors can enjoy a Diet Coke, exclusive merchandise, a limited-edition issue of Runway Magazine, and a photo booth experience hidden behind a faux-fridge façade.
Tara Byrnes, senior brand manager for Diet Coke GB and Ireland, said: "The Diet Coke break is one of the most iconic rituals of the day – a chance to stop, breathe and make the day your own.
"Diet Coke has always been woven into the fabric of fashion and culture; it’s effortless, it’s iconic, and it’s always in style.
"Inspired by The Devil Wears Prada 2, we want people to take a break in style, capture the moment and make it their own."
The newsstand is open on Thursday, April 30, and Friday, May 1, before travelling to Manchester’s Exchange Square to launch on Thursday, May 7, and Friday, May 8.
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Described as a “high-fashion pause,” the chrome-clad installation transforms a traditional newsstand into a glamorous destination, complete with up to 100 copies of the limited-edition magazine available each day.
The campaign coincides with the release of The Devil Wears Prada 2 in cinemas, and the newsstand forms part of Diet Coke’s collaboration with the film.
The experience is designed to offer a break from the daily rush while tying into the brand’s long-standing connections to the world of fashion and pop culture.
Fans are encouraged to arrive early, as supplies are limited and expected to run out quickly.
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