Pop-Ups

It’s just before 10 a.m. and I’m already on a train bound for Manhattan. Rising before noon isn’t my ideal way to begin a Saturday but I’m optimistic (if not a bit terrified) about the Pure Barre class I’ll be taking as part of SELF Magazine’s inaugural Up & Out Studio event. For more than […]

Patron Tequila on May 20 brought its brand to life at L.A. River Studios in Los Angeles where more than 500 influencers raised a glass to the brand’s Art of Patron platform. The recently launched campaign, which will offer multisensory activations in three other cities this year, pays homage to artisanal craftsmanship in all its […]

The IPA or India Pale Ale is the No. 1 category in craft beer, and expectedly, the competition for attention is stiff. So when Cooperstown, NY-based Brewery Ommegang set out to launch Nirvana IPA, its first American-style IPA, the company took a cue from experiential. Rather than take a conventional route with a special on-premise […]

What started last year as an experiment in “making happy” on a block in San Francisco has become a movement for Kipling, a maker of handbags and accessories whose brand logo includes a long-tailed monkey and the words Make Happy. On April 8, it kicked off the initiative in New York City, where Kipling brand […]

Air Wick offered visitors to its Home is in the Air pop-up at Mall of America a personalized experience by using QR codes that tracked their preferences and fostered ongoing conversations about its newest product—the Air Wick Life Scents collection. Life Scents is based on technology that allows the fragrance to constantly change, so that […]