#popup

Volez, Voguez, Voyagez: The Louis Vuitton Exhibition

On a freezing January afternoon, I approached the Louis Vuitton Pop-up Exhibit, “Volez, Voguez, Voyagez”, in the American Stock Exchange Building in Downtown Manhattan. As often happens with New York pop-ups, the line stretched around the block. The LV exhibit was no exception, generating a lot of buzz in its two month run.

As I finally made it inside the exhibit, I realized what all the fuss was about. “Volez, Voguez, Voyagez”, translated to “Fly, Sail, Travel”, was designed room by room to celebrate Louis Vuitton in travel. From the interior of a train car to the deck of a sailboat, each room was designed as a different mode of transportation, lined with LV luggage and bags. Walking through the exhibit felt like walking through time. If my surroundings weren’t interactive enough, the “LV NYC VVV” app brought guests through the long history of Louis Vuitton. The app offered experiences such as responsive videos, photo filters, and a chance to decorate your own Louis Vuitton trunk. With its themed rooms and fun interactive atmosphere, I felt like I was walking through time alongside the Louis Vuitton brand. At your next event, you might consider taking a page from Louis Vuitton and adding interactive aspects such as photo filters, photo booths, or an interactive app.

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ON THE SCENE: Finding A Pop-Up Location in NYC

Pop-ups are popping up all over town with brands and bands (lots of bands!) creating immersive experiences to engage consumers. With activations going beyond the traditional storefront to convenience stores and museums, scouting the perfect spot can be overwhelming. So we turned to the space source - Splacer - to find out their top picks of pop-up locations.

WAREHOUSE OFFICE

Located in Greenpoint Brooklyn, this spacious start-up office is easily accessible by train or ferry. Large windows allow for tons of natural lighting and expansive views of Manhattan. With exposed brick, high ceilings, and unique artist designed furniture it’s an amazing environment for start-ups and pop-ups.

PRIVATE GALLERY

Transform this intimate gallery space to fit the needs of your next pop-up. Located in a hip and upcoming neighborhood of the Lower East Side, it’s got the right amount of style and charm to impress your guests.

INDUSTRIAL STOREFRONT

This raw industrial space located in the center of the Lower East Side offers large windows, high ceilings, and boasts a massive 5,000 sq. foot floor space. The building is a leading venue for major retailer exhibitions and creative industry events.

DUMBO STREET LEVEL LOFT

The space is ideal for productions looking for a central location for staging in the surrounding area of iconic Dumbo. The space itself is a stunning location, with dramatic shadows during the daytime, industrial fixtures and modern raw cement floors. It’s a unique venue for all types of special events, both public and private.

HISTORICAL CAST-IRON BUILDING IN SOHO

Make your next pop-up stand out with this stunning Historical Cast-Iron Building in SoHo. The compelling cast-iron facade coupled with the four levels of empty sun-soaked space makes for a truly elegant environment. Distinct glass-tiled floor designs, marble details, and large windows will surely invigorate a sense of mood and energy.

WILLIAMSBURG HISTORIC TOWNHOUSE

Delight your guests with the designer details of this historic Williamsburg, Brooklyn townhouse. A Bertazzoni oven and cooktop, chic marble Mangiarotti dining table, and Ladies and Gentlemen Studio lighting are bound to impress. The space is also  highly configurable and can accommodate various events such as pop up shops and art openings.

All photos courtesy of Splacer

POP-UPS: What I Learned From The Museum of Ice Cream

Yes, I was one of the lucky ones who scored a ticket to the Museum of Ice Cream. For those not familiar, it’s a much buzzed about, selfie-centered experience celebrating the beloved frozen treat. As someone who travels long distances for good ice cream (Coffee from Grammy Shaw’s in Maine - 6 hours from NYC), I couldn’t wait. As a marketer who strives to deliver experiences that delight, I couldn’t wait!  Planning a pop-up? Here’s what I learned, plus tips for making your pop-up really POP.

LOCATION, LOCATION, LOCATION.

Located across from the stunning Whitney Museum, underneath the high-traffic Highline, in the heart of the must-visit Meatpacking district, the museum was a hit from the start.  Pro tip: select a location that is on brand and has a built in audience.

THE LINE.

As a ticket holder, you receive a time and then you wait in line. It’s “limited” in size, so the line grows and grows. People - tourists and locals - are intrigued - and the buzz begins. Pro tip: Make the experience exciting from the start. Waiting on line can be a good thing - have fun, gather insights, and start the conversation.

SELFIE-CENTERED.

The “museum” was a maze of rooms of tasting stations, play spaces, and art. I watched the two young women in front of me selfie their way thru the experience. When the setting wasn’t ideal (record setting largest ice cream sundae), there was determination, followed by disappointment.  Pro Tip: Test your selfie settings! Each room should be set up with a shot(s) in mind and staff should be on hand to guide those who are selfie challenged.