VMSD - December 2017 - 13

THE GOODS

AN DR EW BR AUN / GAN TER IN TER I OR INC . , NE W YOR K

Choose Your Own
(NYC) Adventure
This past summer, New
York was host to three
pop-up shops from London-based consumer
packaged goods company Unilever's brands, St.
Ives, Magnum Ice Cream
and Pure Leaf (jointly
owned with PepsiCo),
each designed by Ganter
Interior Inc. (New York).
Each of the activations
drove experiential brand
moments through social
media engagement and hands-on product customization.
The Magnum Ice Cream Bar in Chelsea, themed "The Art of Magnum," in partnership with offbeat
fashion house Moschino (Milan), offered countless who'd-have-thunk-it add-ons - rose petals, Himalayan sea salt, and more, totaling 200,000 unique combinations - and encouraged visitors to snap enviable Instagram shots of their custom creations using miniature, decked-out photo booths.
At the St. Ives Mixing Bar in
SoHo, shoppers received the redcarpet treatment (sans "guest
list") with specially concocted
skincare formulas. Based on
their needs, guests could devise
more than 50 treatment combos,
with the option of 20 new, trendy
skincare ingredients, such as
pink lychee, ginger and volcanic
sand, with creations selling for a
budget-friendly $12 each.
Just a couple of blocks away,
the Pure Leaf Tea House offered
a variety of exclusive brewed artisanal and exotic tea creations, made twice as nice with complimentary mixology and food pairings. Visitors could sample such culinary wonders as its matcha-sprinkled popcorn - a tea-centric
twist on the ever-popular union
of sweet and savory.
All three pop-ups married
events-style marketing and
experiential store design, treating guests to VIP services that
begged for some humble social
media bragging.
After all, if you didn't 'gram it,
did it really even happen?
-Kaileigh Peyton

vmsd.com

|

december 2017

13


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Table of Contents for the Digital Edition of VMSD - December 2017

Vmsd - December 2017
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Top Stories of 2017
Brooklyn Bound
Reality Begins at Home
Special Report: Retail Design & Construction
Showroom
Ad Index
Checking Out
VMSD - December 2017 - Intro
VMSD - December 2017 - BB1
VMSD - December 2017 - BB2
VMSD - December 2017 - Vmsd - December 2017
VMSD - December 2017 - Cover2
VMSD - December 2017 - 1
VMSD - December 2017 - Contents
VMSD - December 2017 - 3
VMSD - December 2017 - From the Editor
VMSD - December 2017 - 5
VMSD - December 2017 - Vmsd Editorial Advisory Board
VMSD - December 2017 - 7
VMSD - December 2017 - The Goods
VMSD - December 2017 - 9
VMSD - December 2017 - 10
VMSD - December 2017 - 11
VMSD - December 2017 - 12
VMSD - December 2017 - 13
VMSD - December 2017 - 14
VMSD - December 2017 - 15
VMSD - December 2017 - Next Store
VMSD - December 2017 - 17
VMSD - December 2017 - Top Stories of 2017
VMSD - December 2017 - 19
VMSD - December 2017 - 20
VMSD - December 2017 - 21
VMSD - December 2017 - 22
VMSD - December 2017 - 23
VMSD - December 2017 - 24
VMSD - December 2017 - 25
VMSD - December 2017 - Brooklyn Bound
VMSD - December 2017 - 27
VMSD - December 2017 - 28
VMSD - December 2017 - 29
VMSD - December 2017 - 30
VMSD - December 2017 - Reality Begins at Home
VMSD - December 2017 - 32
VMSD - December 2017 - Special Report: Retail Design & Construction
VMSD - December 2017 - 34
VMSD - December 2017 - 35
VMSD - December 2017 - 36
VMSD - December 2017 - 37
VMSD - December 2017 - 38
VMSD - December 2017 - 39
VMSD - December 2017 - 40
VMSD - December 2017 - 41
VMSD - December 2017 - 42
VMSD - December 2017 - Showroom
VMSD - December 2017 - 44
VMSD - December 2017 - 45
VMSD - December 2017 - 46
VMSD - December 2017 - 47
VMSD - December 2017 - 48
VMSD - December 2017 - 49
VMSD - December 2017 - 50
VMSD - December 2017 - 51
VMSD - December 2017 - 52
VMSD - December 2017 - 53
VMSD - December 2017 - Ad Index
VMSD - December 2017 - 55
VMSD - December 2017 - Checking Out
VMSD - December 2017 - Cover3
VMSD - December 2017 - Cover4
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