PopSugar is meeting shoppers where they are this season by putting an immersive twist on the traditional holiday pop-up that offers a playful and modern approach with its Sugar Chalet, taking place at The Overlook at Winter Village at Bryant Park in New York City, on Saturday, November 23.
And while its visually-driven setup will serve as Instagram eye candy, PopSugar is aiming to create connection between consumer and brand – more than simply inspiring social media content.... [+]I spoke with Lindsay Leaf, PopSugar's Vice President of Experiential Marketing, to hear her insight on the upcoming Sugar Chalet activation, what PopSugar has learned about this past summer’s PopSugar Play/Ground festival, and what this all further demonstrates about the future of retail.
We took a consumer-first approach to further build it out with a curation of interactive, shoppable experiences like"fireside" yoga, meditation sessions, makeovers, curated culinary kiosks, pop-up shops, and more from brands like Athleta, E.L.F. Cosmetics, and Nature's Way. Every moment of the Sugar Chalet experience was designed to support PopSugar’s overarching goal of fostering joy, engagement and discovery within a playful lens.
Ultimately, we are architecting consumer-first experiential activations that will build and evolve over time. To do that successfully, we have to create something much deeper than an Instagram moment. We know when we really connect with consumers that social amplification will come, but we need to prioritize that connection over a simple Instagram post. I love the buzz you've created with the PopSugar Play/Ground, which took place for a second year this past summer.
This consumer wants to hear from the people behind the brands, they want to understand how products play into their lives, they seek real information and interaction. We brought a stage into our pop-up shop this year and hosted conversations with industry icons like Jenna Lyons, Stacey Bendet, Cynthia Rowley, and more. In general, the female millennial customer is craving inclusion - they want a seat at the table.
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