The fledgling cosmetics brand continues to blur the line between physical and digital experiences, hoping to drive traffic to its growing fleet of stores with on-premise creator studios
Founded by 17 superstar athletes, including David Beckham, Lionel Messi, and Neymar, sports video app OTRO boosts the engagement between fans and world-famous soccer players and produces video content through a subscription model. For four euros a month, fans can watch short-form videos and documentaries, as well as opt for additional access that involves live Q&A sessions and in-person meet & greets.
Technology company Intel debuted a cutting-edge fan experience at the NBA Finals game in Toronto in collaboration with the NBA and television network TNT, paving the way for remote VR viewing. The viewing is powered by Intel's True VR technology and the Oculus Go headset. The real-time footage of the game is captured by a panoramic camera and broadcasted onto the headset in the "Director's View" mode, which produces a more natural and immersive perspective, showing the spectators the view of a courtside seat no matter where they are watching from.
Fashion retailer Abercrombie & Fitch is opening an outpost at the Hoxton hotel in Williamsburg, featuring city-influenced apparel and events for young travelers. The pop-up, inspired by the retailer’s “Do 96 Hours In” campaign, features clothes curated by influencers Tara Sowlaty and Alyssa Coscarelli, plus local events and the chance to snag $96 overnight stays.
Social media platform Snapchat teamed up with German deodorant brand 8x4 to launch an entirely digital festival. For the festival, 8x4 created a limited-edition animal-themed packaging that featured Snap codes, Snapchat's QR-like tool, which can activate themed Snap lenses on Snapchat's app. Users can upload a Snap with these lenses to receive a personalized pass to the festival, which featured exclusive video content from five influencers.
Shoe retailer DSW is trying something new for its DSWGives Do Good Pop-Up: There is no merchandise. Instead of driving sales, the space focuses on giving back through DSWGives, the retailer’s philanthropic arm. Visitors are encouraged to bring pairs of shoes to donate at the pop-up, where they will also learn about DSW’s mission through interactive experiences.
Fashion boutique Love Me Hug Me is putting the spotlight on Alzheimer’s in its holiday pop-up. The seven-room space immerses visitors in a love story based on brand founder Elaine Hong’s grandparents, complete with a theater, a playground and a giant moon. Love Me Hug Me will also donate 10% of ticket sales to the Alzheimer's Foundation of America.
Financial services company American Express is opening an exclusive pop-up for its members in celebration of Small Business Saturday. American Express Platinum House features premium NYC dining, including bites and drinks from Wayan, Legacy Records and the Michelin-starred Cote Korean Steakhouse. The brand also offers a concierge, local guides and gift wrapping.
Cosmetic treatment planning service RealSelf is launching its House of Modern Beauty pop-up for just two days in Hudson Yards. Guests can get beauty treatments, take part in immersive brand experiences, and listen to insider panels that include speakers from WWD, Vogue and The Cut. Tickets to the immersive space cost $50.
Department store Bloomingdale’s is opening a holiday pop-up in the lobby of the Loews Regency New York Hotel, its first hotel activation. The downstairs lounge serves as a showcase for popular gifts, holiday-themed products and other Bloomingdale’s-branded merchandise, and the space will also feature on-site leather monogramming from Royce New York.
Ecommerce giant eBay is setting down roots in a one-day pop-up called Black Friday Escape Room. Designed to help overloaded shoppers get a moment of peace on the biggest shopping day of the year, the multi-room installation features holiday-inspired challenges and interactive installations, plus a “Zen Room” that includes hot drinks and stress-free shopping.
Late Rapper Nipsey Hussle’s retail line, The Marathon Clothing, is debuting a pop-up space in SoHo this holiday season. The brand, which is based in Los Angeles, focuses on a core line of streetwear-influenced clothing, and this move will make it much more accessible to East Coast fans of the label and its founder.
Started as a YouTube channel, soccer media company Copa90 has evolved into a fan-focused ecosystem for all things soccer. Its coverage extends beyond game highlights and commentaries, providing global fans with exclusive content such as in-depth documentary and interactive chats with world-famous soccer players. Embracing the transforming youth sports fan culture, Copa90 puts high emphasis on user-generated content by empowering a network of aspiring creators with its "Creator Showcase" section as well as turning fans into commentators with its "Fan's Views" article series. Fans can also choose to interact with Copa90 through different channels, including six social media platforms, a newsletter, and an athlete-led podcast. It also completed its portfolio of touchpoints with Copa90 Clubhouse in Paris, France, providing a space for IRL connections among fans as well as with star athletes.
Christmas-themed pop up cocktail bar Miracle is coming back to three locations in New York City, mixing kitschy holiday decor with holiday-themed drinks. Founded in the East Village in 2014, Miracle has grown into an international network of seasonal bars spreading holiday cheer with a charming combination of tinsel, eggnog and Santa hats.