What was a fashion brand like @rabanne doing at the delectable @beigel_shop in Brick Lane, handing out free, rabanne-branded beigels all afternoon? A couple of weeks ago, we headed to this somewhat unlikely takeover between fashion and beigels, and weren’t disappointed. A smart activation to promote their 1 Million fragrance, matching “a London icon with their iconic scent” that engaged the hungry appetites in an area with high footfall. One thing is for sure - we will never say no to free beigels, and maybe that was the whole point.