Industry: Retail & Apparel

In experiential terms, we often think of a pop-up as a single event in an empty space. Nike redefined that during All-Star Week by popping-up all over New York City, the birthplace of modern basketball. The brand activated 26 pop-up events across the four boroughs. Promoting Nike Basketball, the strategy offered a mix of pop-up […]

The “Magic: The Gathering” card game came to life at PAX 2015 through installations illustrating the game’s Zendikar world at the Washington State Convention Center. Outside, a 25-foot Eldrazi monster (sculpted foam on steel armature) “burst” from the glass façade, its tentacles stretching across the sidewalk “crushing” a police car. That lured attendees inside to […]

Zappos offered wellness-driven Wanderlust Festival attendees a tranquil setting with Prana and Sanuk displays (brands featured on its e-commerce site), hair braiding, an apothecary bar and flash tattooing. The focal point of the 40-foot by 40-foot wood-decked space was a 30-foot-wide yurt with an open ceiling. Also in the footprint, the Utkatasana (“chair pose”) Lounge […]

It may have been 90 degrees in Manhattan, but Nike’s September launch of its Cold Weather Collection and Therma-Sphere Max gear at SIR Stage 37 was ice-cold. To transform the way consumers think about working out in cold weather (the added layers… you’re too hot, then you’re too cold), Nike transformed a 9,100-square-foot space into […]

To create media buzz for the 2008-2009 NBA season, adidas gave one media outlet from each key market an up-close experience with what it does in the basketball category. The Brotherhood Tour kicked off on a Thursday in Portland, OR, at a Trail Blazers vs. Houston Rockets game. The guests were given locker room access […]