As the third-busiest train station in North America, you wouldn’t describe Grand Central Terminal in New York City as “silent.” But Pella made it its mission to change that by leveraging the station’s Vanderbilt Hall as a testing ground for its Lifestyle Series of noise-insulating wood windows and patio doors. Pella activated a pop-up home installation on June 17, inviting commuters and other passersby to “Discover Quiet” in an experience dubbed “NY on Mute.”
The day started with a media preview from 8-10 a.m. with interior designer and HGTV star Sabrina Soto who styled the installation. Attendees were invited in to enjoy the tranquil space, complete with decor and comfortable furniture, watching as activity in the terminal carried on outside.
The experience then opened up to the public during rush hour from 4-7 p.m., where consumers could walk up to a kiosk and press a button (1, 2 or 3) corresponding to a noisy act. Then, they watched as live improve actors in the structure performed these acts, like people yelling, blowing whistles, sports fans jumping up and down, someone with a boombox blaring. Consumers could then walk up to the installation and open and close the sliding patio door to hear the difference in noise reduction. They could also enter to win noise-canceling headphones by posting about their biggest noise complaint, and tagging @Pella_News and #ClaimYourQuietSweepstakes.
Pella leveraged a key insight for the program and in its communications with attendees—that the noise pollution we experience on a daily basis affects our health. According to Bureau of Transportation statistics, 97 percent of the U.S. population is exposed to harmful levels of noise. The safe haven? The home, where Pella products can help create a sanctuary.
“By demonstrating their performance with the sounds of the noisiest city in America—New York—we were able to show how impactful our windows and doors are in reducing noise and creating the quiet space homeowners are looking for,” says Emily Videtto, vp/chief marketing officer at Pella Corporation. “This was a new approach for Pella, however, pushing the envelope with innovative solutions has always been important to us.” Agency: Eleven Inc., San Francisco.
More Grand Central Terminal Activations:
- John Hancock Activates a Healthy Living Marketplace
- Lean Cuisine Scales New Messaging with an Art Wall