For the last few weeks I've been working with one of our production teams on developing an experiential marketing activation for Glaceau to launch their new line, Vitamin Water 10. Our team chose to temporarily take over a retail space in SoHo to launch a 10-day pop-up store showcasing Vitamin Water's new, health-conscience, thirst-quenching drink in 4 of their signature flavors.
Some of my projects included furnishing the areas dedicated to each flavor with modern lounge seating in colors to match each drink in the new line. Go look at the colors and tell me how easy you think that was! I also had to do quite a bit of research to find aesthetically cohesive, large, white trash bins, after which I came to realize that a) trash bins are expensive and b) trash bins are NOT attractive. After several days of online shopping, we were fortunate enough to find a perfect match to our criteria. I also helped develop the spokesmodel uniforms, find a customizable photobooth, locate refrigeration solutions for the thousands of drinks we needed to keep chilled and setting up a fabulous 3D step & repeat for the red carpet entrance.
(Piece of cake compared compared to what came next! )The pop-up store kicked-off with a opening night VIP Party, which went oh-so-smoothly... from the outside looking in. But if you asked those working production day-of you would learn that everything that could've gone wrong, did. First, the a/c went out, which you'd think wouldn't be a big thing in NYC in April, but I kid you not... it was HOT in there and it happened to be warm day on that particular Thursday, also. Next, our temporary office of computers downstairs were repeatedly blowing the circuits making almost impossible to keep things running in between electrical shortages. Then, the one bathroom in the entire space gets clogged an hour before doors open. So my schedule at the store rapidly changed from a 6pm-10pm event-opener shift to a 11am-2am work day!
Check out how our renderings (above) became reality...
PSFK article
2 comments:
Oh my gosh, the after pictures/articles are amazing! That is going to be something of importance and recognition on your resume. Congratulations for coming through with flying colors despite the numerous trials. =)
Kim, I love reading all the exciting projects you get to work on. Thanks so much for sharing and you will have to tell me more when I come to AZ in September!! I miss you soo much. Love ya
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