Event Marketer Summer 2023 - 68

BEST POP-UP EXPERIENCE
EX AWARD WINNER
CAMPAIGN: Small/Cool NYC
CLIENT: Apartment Therapy
PARTNER: In-house
New York City is known for its small, and even
micro, apartments, but how do residents cope
in a 120-square-foot living space? Apartment
Therapy's Small/Cool NYC pop-up stepped
in to help consumers discover innovative and
unique ways to maximize every inch of their
limited square footage. Apartment Therapy
engaged 12 experienced and emerging design
tastemakers to create the small, cool spaces.
They were assigned editorially forecasted
trends and encouraged to incorporate products
from brand and affiliate partners.
Small/Cool NYC took over a 10,000-squarefoot
space in the heart of SoHo and housed 12
individual trend vignettes and a 288-squarefoot
lounge. Built-in overhead track lighting
was supplemented with mood lighting that
vibrantly lit the trend spaces and highlighted
key products. The footprint design enabled
attendees to roam freely, with strategically
placed doors, archways and windows that
offered glimpses into neighboring spaces.
The pop-up first hosted a VIP preview party
attended by 150 influential interior designers,
lifestyle creators and media personalities. And
then it extended to exclusive cocktail parties
for media, content creators and clients, as well
as a private DIY workshop for 25 guests and a
wellness seminar for 50. On general admission
weekends, Small/Cool NYC piqued consumer
interest with designer meet and greets, " Ask
Me Anything " sessions, book signings, an
interactive street-side game, sweepstakes
and surprise activations like a floral bouquet
bar, pop-up poetry and custom trend-inspired
illustrations.
More than 50 QR codes unlocked unique
experiences throughout the pop-up, like
shopping the trends on apartmenttherapy.
com, listening to designer audio tours,
following talent on social and learning the
history of Small/Cool. Over 12 days, 15,457
attendees visited the space.
While the activation took place in NYC,
it was important to Apartment Therapy
that home enthusiasts around the world
could feel like they were a part of the action,
so it extended the campaign online with a
360-degree shopping experience and social
programming all month long. After all, 85
percent of Apartment Therapy's audience uses
its resources for inspiration when decorating
or renovating their home, and 42 percent have
purchased a product or service they discovered
through Apartment Therapy, according to the
Home Team Panel Annual Reader Survey 2023.
68
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Event Marketer Summer 2023

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