Five Things to Know This Week
This week’s hot takes on hot topics in experiential marketing cover after-dark airport races, Cashmere Cabins and NFL events impacted by the protests in Paris.
Nike’s Airport Runway Takeover Addresses a Collective Fear
When women reach for their running shoes, several calculations have already taken place, and the question of their safety is typically chief among them—particularly if jogging in the dark is a consideration.
So what would it take for women to truly feel safe running at night? Literally shutting down an international airport. (If that doesn’t say something about our society, what does?)
On Oct. 17, as part of its global After Dark Tour, Nike hosted a sold-out evening race for 5,000 women that started and finished at East London’s Silverworks Island, and took the athletes directly onto the runway at London City Airport, where they could hit the pavement worry-free.
Now in its second year, the Nike After Dark Tour is a nighttime women’s race series informed by insights from the brand’s female athlete partners that blends pre-race activities, on-course experiences, recovery zones and post-race afterparties.
We say: Bravo, Nike, bravo.
Consumers ‘Hit Pause’ in Intimissimi’s Sleek Cashmere Cabin
Finding a moment of calm amid the daily grind is a tall order, but New Yorkers were in for a treat from Oct. 24-25, when Intimissimi dropped its Cashmere Cabin installation in Union Square, and encouraged them to step inside and “Hit Pause.”
The sleek, neutral-toned pod featured walls lined with soft fabrics and plush seating, where visitors could sit and rest while a guided audio experience invited them to pause, breathe and reconnect with themselves.
The activation, described by Intimissimi as “a sensory expression of modern quiet luxury,” not only underscored the brand’s quiet comfort philosophy, but was designed to feel like slipping directly into one of its Ultralight with Cashmere apparel items. The comfort zone, if you will. (Agency: LDR22)
NFL Fan Experiences are Shuttered in Paris as Protests Persist
Sunday’s Saints vs. Steelers matchup in Paris marked the first time a regular-season NFL game was played in France. But in the days leading up to the Oct. 25 event, fan excitement was hampered as pre-planned weekend festivities were shut down in response to the country’s widespread civil unrest as the city prepared for continued protests.
On Oct. 23, the NFL announced the closure of its pop-up NFL shop. A day later, the league informed fans via its OnePass app that the NFL House experience had also closed its doors, with “potential accessibility issues” cited as the cause in both instances…
Teams reacted, too. A weekend Steelers event was canceled on Oct. 22 due to security concerns, and on Oct. 24, the Saints announced on their social channels that the Saints House fan experience was postponed until the following day.
‘The Forest is Calling’ on this Interactive Six-City Tour
Laika Studios’ new animated film “Wildwood” has been hyped up within an inch of its life, and a series of experiential programs produced ahead of the movie’s theatrical release on Oct. 23 added fuel to the fire.
A highlight was the brand’s six-city, cross-country tour, which launched in San Diego in July during Comic-Con and wrapped on Oct. 23 in Portland, OR, the setting of the film, altogether attracting more than 6,500 attendees.
The tour activations were centered around The Forest is Calling, a portal experience that dropped attendees into the Impassable Wilderness (the film’s forbidden forest) to discover where they belonged within the fictional world, explore detailed scenery and capture content.
Overflowing greenery, giant trees, custom props, ambient sound and scents all added to the intricate environment. (Agency: Kamp Grizzly)
In addition to the tour, Laika Presents Wildwood: The Exhibition in London is operating as a museum-inspired experience that’s open through January 2027, giving fans plenty of time to step into the wild.
Veuve Clicquot Raises a Toast to Accessibility in Venice Beach
Think of Veuve Clicquot, and it might conjure visions of velvet ropes and exclusive guest lists. But the brand is proving otherwise with accessible live experiences that position modern luxury as welcoming and community-driven.
Among recent programs was a multiday takeover of Venice Beach. The program launched on Sept. 30 with an intimate community toast on the Venice Fishing Pier that honored the neighborhood’s fishing legacy. Veuve even worked with the L.A. Parks Foundation to support the restoration of the pier for local fisherman.
Next up were its Club Solaire pop-ups hosted at three, never-before-used oceanfront lofts from Oct. 1-4 that were anchored in a “Venice, Through the Lens of Solaire” concept, and featuring curated culinary, music and design-forward experiences.
And while the spaces included private VIP areas on the upper levels for influencers and celebrities, the pop-ups were also open to locals, with the ground floor operating as an accessible community hub that encompassed a soft-serve parlor, concept store selling brand merch and rental shop for “Clicquot-yellow” beach cruisers.
Visitors could additionally check out a curated listening room and library offering vinyl listening sessions led by Heather Tierney, an elevated dining room and a charity-based champagne bar that aided Regarding Her’s mission to support female culinary entrepreneurs. We’ll drink to that. (Agency: INCA)
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