Ketel One Botanical Offers WeWork Members a Wellness Haven for Relaxation

Ketel One Botanical Offers WeWork Members a Wellness Haven for Relaxation
Brand Activation & Immersion

The coworking space teamed up with a design studio to create an oasis for members to enjoy meditation, yoga, naps and more, and featured products from KetelOne's recent Botanicals line, aimed at a generation of wellness-focused consumers

Emma Millen
  • 14 november 2018

Rather than a traditional brand activation open to the public, Ketel One Botanical chose to install a dedicated, branded space at WeWork’s Irving Place location. This temporary branded space was designed in partnership with interior design studio Homepolish, with the intention of giving members a place to unwind, meditate and enjoy a relaxing atmosphere. PSFK visited the space to get a first-hand look at how the three brands come together to cater to a wellness-obsessed generation.

Homepolish interior design was responsible for the creation and layout of the space. Lead designer Emma Beryl incorporated natural elements that were inspired by the Kete One Botanical bottle. Earth tones, natural wood elements, live plants, and soft textures such as knits, a faux concrete paint job that mimics an outdoor wall, and plush cushions fill the space to create a comfortable and soothing atmosphere. “In a world where consumers are increasingly aware of how they treat their bodies, we wanted to work with Homepolish to create a space that would encourage people to break away from their busy day in an effort to take a moment to recharge,” Ketel One Botanical brand manager Kelly Cravens, told PSFK.

Ketel One Botanical is a new beverage product launched by Ketel One, which includes real botanicals infused with a natural fruit essence, and reduced alcohol content. The line comes in response to Millennials’ and Gen Z’s diminishing interest in drinking alcohol, compared to previous generations. “It is more of a mindful response to the shift we were seeing towards conscious living and how it impacted the way consumers shop, eat and drink that inspired this first-of-its-kind spirit,” said Cravens.

WeWork members can reserve the temporary space through November 2018 on the WeWork app. The Ketel One Botanical x Homepolish designed space is available Monday through Friday, welcoming members from across the country, free of cost. Within the space, members can choose to take advantage of its unique rejuvenation opportunities, or simply use it as a botanical escape to relax and rest. WeWork has indeed for this space activation to demonstrate the importance of employee wellness for their members, and how it can be reflected back into the consumer experience by enhancing their daily routine to promote progress in their daily and work life. WeWork members also get the added benefit of having the opportunity to practice wellness activities without exiting the premises.

Yoga mats are provided in the room to encourage meditation. A scent diffuser is available with customizable scents to complement the infused flavors in the Ketel One Botanical options. A bar cart is also placed in the center of the space separating the napping corner from the mediation area.”We want our members to enjoy a relaxing environment and have the ability to use these positive aspects of wellness in their daily lives, and their work lives,” said Joseph Conley, WeWork’s Community Manager.

WeWork hopes the temporary activation will provide a space for members to disconnect from their work, while Ketel One has an opportunity to reach a young, urban audience. “The goal of the Ketel One Botanical Oasis was to drive awareness to the brand through contextualized experiences, said Cravens. “Through programs like this we are able to elevate what matters to our consumer, sharing core values such as overall wellbeing in an authentic way. ”

WeWork

Ketel One

Homepolish

This is just one example of creative ways retailers are partnering to provide wellness-focused offerings in synch with the needs and interests of modern consumers. For more ideas on wellness in the workplace, see PSFK’s Office As Service Experience report, or subscribe to our newsletters.

Rather than a traditional brand activation open to the public, Ketel One Botanical chose to install a dedicated, branded space at WeWork’s Irving Place location. This temporary branded space was designed in partnership with interior design studio Homepolish, with the intention of giving members a place to unwind, meditate and enjoy a relaxing atmosphere. PSFK visited the space to get a first-hand look at how the three brands come together to cater to a wellness-obsessed generation.

+analysis
+brand activation & immersion
+feature
+food & beverge
+gen Z
+Grocery
+Health
+Homepolish
+Interview
+Ketel One Botanical
+Meditation
+Millennials
+relaxation
+retail
+Shopper education & assistance
+Shopper Marketing & Promotion
+store experience & design
+wellness
+WeWork
+work
+yoga

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.