Glacéau, makers of vitaminwater opened a popup brand experience space today in New York City to promote the launch of vitaminwater10. The four new drinks were developed in response to consumers requesting more health conscious versions of vitaminwater’s popular flavors. As the name implies the new drinks contain only 10 calories per serving along with the vitamins and nutrients. The new beverage is also naturally sweetened.
The popup space located near soho will be open for the next 10 days and will allow consumers to sample the new drinks. Refigerators are located throughout the space allowing consumers to try what they wish. The space will offer a few other amenities while open. There’s free WiFi available and also a laptop bar for checking email or internet browsing. There’s both old-school and new-school gaming options in the form of a Nintendo Wii or the classic foosball table. There’s also plenty of lounge space color-coded to each of the four flavors. DJ’s will rotate throughout the 10 day run providing the soundtrack.
As far as popup stores go, vitaminwater had some pretty good bones to start with. The former Helio store still has nearly all the fixtures still in place even though it closed last November. Still the in-house team at vitaminwater and NY-based MKG Productions created a space that looks fairly permanent. The most memorable element is right inside the door. A mural of white and red bottles stacked on end create a large number 10. We’re told that bottle recycling will be encouraged throughout the space.
Vitaminwater10 Des10ation NYC
April 3, 2009- april 12, 2009
10am-7pm
626 Broadway between Bleecker and Houston
Soho, NYC
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