Poppy Haryadi brings New York experiential design to London gifting

Poppy Haryadi, a London-based brand and experiential designer, is applying lessons from New York Fashion Week, Art Basel and major brand activations to gifting and PR packaging in the UK. Her work now spans clients including Netflix, Spotify, Tinder, Mubi, Eggslut and Ministry of Sound, with a growing focus on unboxing moments that travel well on social media.

Why it matters: - Haryadi is shaping a growing category where a package opening can influence how a brand is perceived before a product is even used. - Her work bridges experiential design and gifting, two formats brands increasingly use to win attention on creator-driven platforms. - Bespoke-ly’s in-house production setup gives Haryadi more control over how concepts translate from screen to physical object.

What happened: - Poppy Haryadi, now based in London at Bespoke-ly, has spent the past year designing gifting and PR packaging for Netflix, Spotify, Tinder, Mubi, Eggslut and Ministry of Sound. - Haryadi says she brought a “New York standard” to the London market after working on high-profile brand activations in New York. - Her New York work included the American Express Gold Card x Luar launch at Rockefeller Center during New York Fashion Week. - Haryadi also worked on American Express, Resy and Delta projects during Art Basel Miami.

The details: - Haryadi’s first agency project at Shiraz Creative placed her with the creative director and a senior designer on the American Express Gold Card x Luar launch. - She handled graphics across that Rockefeller Center build and was involved in the concept work. - At Art Basel Miami, Haryadi helped on the Night Shift pop-up at the Rubell Museum and The Resy Lounge. - The Resy Lounge was named one of the top five restaurants in Miami that week, despite being a brand lounge. - At Another Box Story in New York, Haryadi designed influencer mailers and launch kits for NARS, L'Oréal, Carolina Herrera and Neutrogena. - She owned a Neutrogena Ultra Sheer mailer from concept through production. - The Neutrogena mailer used UV-activated ink so the brand message appeared only in sunlight. - Haryadi also supported Giant Spoon on Walmart’s nationwide “Delivers” activation. - Her London work includes a Ministry of Sound heritage range that turns the club brand’s visual language into scarves, beanies, hoodies and typographic pieces. - Haryadi works directly with Bespoke-ly’s production team on print tolerances, structural specifications, material choices, quality control and some assembly.

Between the lines: - Haryadi’s core idea is that a live activation and a mailed package rely on the same design discipline, just at different scales. - That framing matters because brands now compete for one strong opening moment that can spread across social feeds. - Her transatlantic background also gives her a practical advantage when projects need to work in both the US and UK markets. - Her path into the field combined interior architecture, entrepreneurship, marketing and graphic design, which explains the layered way she approaches briefs.

What's next: - Haryadi is positioned to keep working across London and US teams, especially on brands considering expansion between the two markets. - Her London practice appears likely to keep leaning on physical storytelling, packaging and fashion-adjacent gifting as demand for shareable unboxing moments grows. - Ministry of Sound-style heritage projects suggest more brand-to-lifestyle translations could follow.

The bottom line: - Haryadi is turning New York-scale experiential thinking into a London gifting playbook built for attention, production rigor and social media visibility.