A spin around the Create & Cultivate popup market & beauty lounge at the Seattle conference this past weekend. Checkout our 360° video or explore the #createcultivatesea hashtag on Instagram.
Experiential amenities included literally breaking glass with Microsoft (that represents the ceiling of obstacles to overcome, mini massages at ShopStyle, laser-cut intention-setting words by Ali Edwards in collaboration with Inked Brands , Nordstrom / The Glam App makeup/hair touchups, headshots by Go Daddy, and customized confetti from Wedding Wire. And, because we paid for VIP tickets, we had access to an exclusive networking lounge with charging stations, food, drinks, and nail services.
Other retailers used the promotional opportunity as traditional shopping popup, rather than exploring brand awareness with integrated perks. The contrast between marketing objectives was apparent when attendees were faced with free vs. gift with purchase but that didn't dissuade anyone from having fun within the captive venue.
Flower displays and neon inspirational messages dotted the Create & Cultivate structure, helping to create a cohesive lively design theme. The broad use of millennial pink almost gave a neutral impression in juxtaposition to the other interior elements.
We particularly loved the jungalow style mercandising at Lifestrong as a functional living plant barrier between nutritional consultation rooms.