Objectives

SOREL was celebrating the 50th anniversary of its iconic Caribou silhouette and wanted to introduce the brand to NYC as an authentic, standalone experience in a way that would activate it in the NY market. They decided to fete the brand's fashion, function and heritage in a pop-up space and build brand buzz, focusing on earning editorial placements and spiking social sharing.
 

How were the objectives met?

SOREL opened its first pop-up in New York City on October 12, 2023. Located in the Williamsburg shopping district of Brooklyn, N.Y., the 950 sq. ft. store was aglow on the interior and exterior with the brand’s signature colorway, Optimized Orange—on the walls, floors, and ceilings. Throughout the interior was a full orange saturation with custom display fixtures and customizable lighting. The use of color-blocked orange for the pop-up gave a vibrancy to the space and created a bold, energetic environment along with corrugated metal, orange strapping, rubber toppers, and floor-to-ceiling paint.

Hundreds of people including many young celebrities and influencers attended the pop-up launch. The space was designed to serve as an eye-popping background for social media. Thousands of posts appeared on multiple platforms including IG stories, IG posts, Reels, and TikToks. All told, there were 36 million media impressions.

Passersby could see holistically every touchpoint in the pop-up. The interactive AR Experience Mirror. The Brand Heritage Wall. The Customization Station. The low-slung try-on area. The 3D artist's interpretation of the polar bear logo. The latest Sorel footwear. No one section was dominant, creating a beautiful symmetry of design elements.

Color blocking the entire store proved to be an ideal, efficient, and cost-effective way to bring a small, short-term retail space to life and attract attention many times its size.

Location: New York, NY, USA

Submitter: MG2

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