Adobe Creates Photoshop Pop-Up Store - Event Marketer

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Adobe Creates Photoshop Pop-Up Store

Adobe on July 23 activated a two-week pop-up shop in San Francisco called “Photoshop & You.” The pop-up offered hands-on experiences with Photoshop through how-to sessions, photo walks, printing workshops and individual sessions with Photoshop experts.

Located in the former HANG ART Gallery space, the pop-up took advantage of the venue’s exposed i-beams and concrete, tall ceilings and natural light that lent itself to photography and reflected the aesthetics of Adobe and the Photoshop brand. Attendees entered through a Zen-like garden that featured river rocks, a lacquered deck, modern furniture and projections at night. As they navigated the environment, guests could view a collection of antique cameras and other capture devices and imagery displayed in frames on the walls or on digital monitors. They could print photos on high-end printers, have their photo taken and participate in workshops along the way. In one fun activity, they could laser etch a photo onto a dog tag.

Attendees also could participate in photo walks led by Photoshop product managers through San Francisco’s Chinatown or Yerba Buena Gardens. On a mobile-only walk, on which cameras were forbidden, participants snapped photos with their smartphones. 

“We wanted to celebrate the Photoshop user and digital imaging, and approach digital imaging from a lot of perspectives, whether through programming or fun things to do,” Whitney McCleary, principal marketing manager at Adobe, told Buzz. “The whole idea was to create a hands-on and tactile experience and drive that kind of brand interaction with our customers, to bring them real content from an artists point of view and how-to tips and tricks.” Agency: MKTG, New York City.

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