Posts Tagged ‘Pop Up Store’

Central Perk Pops Up in Soho for Friends 20th Anniversary

Posted on:

Permitting the most EPIC Pop-up store ever


By, Tommy Hennigan – Contributor
Partner, EventPermits LLC

When you think about some of the most impressive pop-up store activations, what comes to mind? For me, I can’t help but think about the Friends 20th Anniversary Central Perk Coffee Shop in SoHo, NYC.

When Warner Brothers wanted to celebrate the 20th anniversary of NBC’s must see TV” line-up, they looked to our longtime experiential agency client, Source Marketing. Our friends at Source immediately turned to our experienced team to handle all of the permitting and security components.

The month-long activation drew in a line of eager coffee drinkers that stretched out over three city blocks each day. Fans came from near and far to sip on the Central Perk Roast blend from Eight O’Clock Coffee. In collaboration with Warner Brothers, Eight O’Clock also sponsored the pop-up.

The Central Perk Experience

Upon entering the Central Perk “experience,” there were tons of social media and photo opportunities. The interior included a working coffee bar, the cast wardrobe, props from the show, and of course, the famous orange couch.

In addition, the merchandise counter offered memorabilia for purchase from the show, including bags of the special Central Perk Roast blend.

Special events were held at the Central Perk shop throughout the month-long activation. Highlights included musical performances by The Rembrandts (Friends theme song artists), as well as Grammy-winning artist Colbie Caillat. In addition, a special guest appearance was made by James Michael Tyler (Gunther from Friends).

The in-store music playing in the Central Perk pop-up included all of the greatest hits from the classic TV series, including Phoebe’s very own “Smelly Cat!”

All in all, Warner Brothers estimated that the hard work from our client, Source Marketing, was responsible for over 1.6 billion earned media impressions! 

To read more about this activation click here. 

Some of our other pop-up store execution highlights and links:

Werther’s Builds Life-Sized Candy Land Pop-Up

Posted on:

Celebrating National Caramel Day at the Santa Monica Pier

Werther's Candy Land
By Jen Respondi – Contributor
Partner, EventPermits, LLC
When I think of caramel, I instantly think of the delightful candy from Werther’s Candies every time. It’s just how it is! When I think of the board games I played as a kid and with my son when he was little, Candy Land is at the top of the list.  Combining these two memories is sweet in more ways than one.

In honor of National Caramel Day (April 5th), EventPermits worked together with Agency H5, in conjunction with Hasbro and Werther’s Candy, to create a life-sized version of the board game, Candy Land!

Agency H5 in Chicago was tagged by Werther’s to bring this magical land of caramel dreams to life. The activation featured:

-Werther’s Woods

-Caramel Crème Lagoon, where guests were able to ‘fish’ for a bag of Werther’s

-Caramel Popcorn Mountain, which offered samples of caramel popcorn

The Werther’s version of this timeless board game brought both young and old to have fun together. Participants were able to choose from oversized cards, which determined their path on the board. The game ended at Caramel Castle.

A special guest appearance was made by ‘Extra’ and ‘Saved by the Bell’ star, Mario Lopez. The actor fished for caramel candy with his kids and posed for some pictures along the way.

Working with the City of Santa Monica, EventPermits helped turn a small piece of the Pier into a truly sweet experience. Our team assisted in providing the location scouting, permitting and legal presentation of the activation.

The event was broadcast on local news stations such as ABC, FOX, CBS, and SMDP in Santa Monica. Agency H5 used the hashtag #WerthersXCandyLand to engage users on social media. 

For those who were not able to attend in person, you can download the online version of the game and have some fun! https://caramelday.com/

Read more about the activation here:

http://abc7.com/society/life-sized-candy-land-pops-up-on-the-santa-monica-pier-/3305184/

http://www.fox5ny.com/news/life-sized-candy-land-opens-on-santa-monica-pier

http://smdp.com/werthers-original-creates-life-size-candy-land-game-at-the-pier/165388

FedEx Holiday Gift Wrapping Station on 5th Avenue

Posted on:

FedEx-1 After last week’s brief stretch of mild temperatures in New York, winter seems to have finally taken hold whether we like it or not. The cold weather is a stark reminder, for those of us who aren’t done with our shopping, that Christmas is only two short weeks away. This is why FedEx wanted to put a Gift Wrapping Station in Mid-Town as well as launch the “FedEx Purple Hat Manhattan Takeover,” during which some 10,000 purple Santa hats were handed out to New Yorkers and tourists alike.

With the help of EventPermits, FedEx reserved the corner of 52nd Street and 5th Avenue outside of the Cartier store for two days, December 9th and 10th. A Gift Wrapping Pop-Up Station was erected which allowed consumers to enjoy coffee and hot chocolate while their Christmas gifts were wrapped free of charge in a variety of papers and ribbons. For those that had just completed their shopping along 5th Avenue, this gift wrapping station was a pleasant surprise as it gave shoppers the opportunity to rest their exhausted feet and wallets. Purple FedEx Santa hats could be seen wandering throughout Midtown all weekend long and even made it to the sets of MyFoxNY and the Today Show early Monday morning.

Permits: Health Permit, Generator Permit, Activity Permit and Parking Permit by EventPermits
Security: D. Sterling Security
Event Production: This Is It! Stageworks
Staffing – Brand Ambassadors:  fameagency – New Orleans / NYC
Media Agency: OMD Worldwide
Advertising Agency: BBDO New York
Venue: Fifth Avenue – New York City – 52nd Street between 5th and Madison Ave.
Promoted Brand:  Federal Express  www.fedex.com