Empire teams with Thrillist to open JackThreads pop-up store in Union Square
Thrillist's members-only, online shopping destination JackThreads opened its first-ever Pop-Up in Union Square following Mercedes-Benz Fashion Week. Showcasing its exclusively male wares in the flesh for the first time, the popular web-based retailer invited throngs of passersby into a custom-designed shipping container to experience a curated sampling of their street-ready gear.A selection of spring's hottest clothing and accessories were displayed in five conveniently pre-assembled outfits against an industrial backdrop of diamond plate steel. With a sartorially inclined staff, armed only with iPads and an eye for style, inquisitive shoppers were expertly outfitted with clothing combinations from JackThreads' signature "looks", which they could also purchase on-site using the iPads and JackThreads' iPhone App.Besides browsing merchandise, shoppers were encouraged to have fun and interact with the brethren of stylists by posing for Polaroids with, appropriately, fake mustaches and beards. One lucky Polaroid subject would later win a full outfit from the JackThreads warehouse, which includes such brands as Ben Sherman, WeSC, GoodWood, and No Excess. JackThread's partner in styling, Gillette, offered a brand new Fusion ProGlide Styler complimentary with purchase.Clever signage inside and outside of the shipping container encouraged passersby to stop in and shop around. Onlookers -- tourists and jaded locals alike -- also used the opportunity to spread the word, snapping photos and sending out tweets about the flash-retail event. Empire Entertainment partnered with the Thrillist team on nearly every aspect of the Thrillist/JackThreads Pop-Up, from permitting, container rental and interior design, provision of Brand Ambassadors, round-the-clock security, branding & signage, generators, lighting, and more.Pop-Up Shops are undoubtedly a growing trend in contemporary marketing initiatives, offering an exciting and exclusive opportunity for any audience in any place to interact with any brand.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
