Think of New York City’s bustling Grand Central Terminal and chances are, rolling mist and the scent of moss are nowhere near top of mind. But for four days in October, British heritage brand Hunter, famed for its rubber wellies, aimed to bring the serene landscape of the Scottish Highlands to life with a multisensory pop-up experience that showcased the functionality of its outerwear and accessories.
The United States serves as Hunter’s biggest market, so taking over a commuter hub in the country’s largest city was an ideal way for the brand to highlight its British heritage and drive awareness of its multi-category offerings at scale. To make it happen, the brand leveraged a pop-up structure modeled after a traditional glass-roofed greenhouse that, contrasted against the grandeur of Grand Central’s Vanderbilt Hall, made Hunter’s message hard to miss—even for busy commuters.
“We chose to install a very visible Hunter brand mark, illuminated on the side of the greenhouse, to ensure a swift association with the brand as there was so little time to retain their attention, especially the commuters,” says Ali Lowry, brand director at Hunter.
As consumers entered the pop-up experience, they were met with the sound of wind and rain, the scent and feel of moss underfoot and a mixture of fog and light rain that produced a mist reminiscent of the Scottish Highlands. Before wandering off to explore the space, visitors were asked to put on one of the brand’s vinyl ponchos while brand ambassadors, clad in Hunter apparel, discussed the weatherproof gear available in the Hunter Original Core Concept collection.
From there, participants could explore items in the collection, including the Original Tall rain boot, rubberized outerwear, lightweight vinyl outerwear, layering pieces and the brand’s Original Backpack, all of which were displayed on chromed male and female mannequins. Consumers were also encouraged to post photos from the experience to social media using #HunterNewYork for a chance to win a Hunter shopping spree. Even commuters who had to hustle to their next destination without stopping by got a chance to engage with brand ambassadors who distributed takeaway booklets featuring imagery of key new items from the Hunter collection.
“It’s important to us to be engaging with our consumers and it is experiences like this one that we believe truly align with that audience,” says Lowry. “The result was an immersive moment that took people out of Grand Central and into the world of Hunter.” Agency: Invisible North, New York City.