Online shopping site Gilt.com brought to life all things Gilt at the #GiltLife House pop-up, a luxury, four-story townhouse in New York City’s SoHo neighborhood that from Sept. 30 to Oct. 8 hosted a series of events designed to showcase its lifestyle products and experiences.
#GiltLife House launched with an event that featured supermodel Alessandra Ambrosio, actress Kate Bosworth and celebrity chef Marcus Samuelsson, who also appeared decked out in Gilt accessories and apparel in video spots for #GiltLife, a brand campaign that launched earlier in the month. Themed-events on successive nights spotlighted various Gilt.com categories including culinary, bridal, beauty, fitness and family, all designed to appeal to the brand’s broad range of customers.
“The #GiltLife House was an exciting and immersive way to bring our fall campaign to life,” says Jonathan Greller, president at Gilt. “It allowed our customers, brand partners and the press to see the array of products, services and experiences Gilt offers to outfit the modern, creative lifestyle.”
During Bridal Night, for example, gowns and formalwear were showcased in the townhouse bedroom, a bridal nail salon took place in the master bathroom and an actual wedding proposal took place on the rooftop, which was decked out with flowers, candles and tea lights.
On Travel Night, sponsored by the Bermuda Travel Authority, the townhouse featured Caribbean bites from Marcus Samuelsson’s restaurant at the Bermuda’s Hamilton Princess and Dark ‘N’ Stormy cocktails made with Gosling’s Black Seal Rum as Bermudian dj Damon DeGraff spun tunes alongside a pink Vespa. The Hamilton Princess provided bathrobes and other amenities in the master bedroom, and summery apparel offered on Gilt.com lined the closets. GiltTravel.com also is offering a discount travel package to the resort.
“We really wanted to look at the lifestyle aspects which Gilt was very much focused on, and from a marketing perspective we’ve been thinking about Bermuda as much as a lifestyle brand as a travel destination,” says Victoria Isley, chief sales and marketing officer at Bermuda Tourism Authority. “We wanted to bring those stories and those Bermuda experiences to life here in New York.” Agency: LeadDog Marketing Group, New York City.