vitaminwater Launches Its New 'Mercury Retrograde Shelter' in Brooklyn
Niko Pajkovic — June 3, 2022 — Business
References: vitaminwater & hypebeast
Performance-focused beverage brand vitaminwater has officially opened a new pop-up in Williamsburg, Brooklyn called 'Mercury Retrograde Shelter.' As the name suggests, the new interactive space intends to provide guests with "shelter" from the forces of Mercury Retrograde in Gemini, which is thought to impact one's heart and soul in strange and potentially tumultuous ways.
The pop-up consists of six thematic rooms that have been curated to showcase vitaminwater products while combatting the energy crisis associated with retrograde. The rooms include 'Ice,' 'Gutsy,' 'Energy,' 'Focus,' 'XXX Zero', and 'Shine.' In addition, the highly immersive space guides visitors through specific self-care disciplines and provides them access to celebrity self-help gurus.
Mercury Retrograde in Gemini is set to run until June 3. However, the brand's new flavors will be offered for a longer period of time.
Image Credit: vitaminwater
The pop-up consists of six thematic rooms that have been curated to showcase vitaminwater products while combatting the energy crisis associated with retrograde. The rooms include 'Ice,' 'Gutsy,' 'Energy,' 'Focus,' 'XXX Zero', and 'Shine.' In addition, the highly immersive space guides visitors through specific self-care disciplines and provides them access to celebrity self-help gurus.
Mercury Retrograde in Gemini is set to run until June 3. However, the brand's new flavors will be offered for a longer period of time.
Image Credit: vitaminwater
Trend Themes
1. Celestial Self-help - There is an opportunity for brands to create immersive experiences that combine self-care and spirituality.
2. Interactive Pop-ups - Creative pop-up installations provide an opportunity for brands to create engaging, interactive experiences that showcase their products.
3. Celebrity Endorsements - Partnering with celebrities or influencers can boost a brand's credibility and attract a wider audience to their products or services.
Industry Implications
1. Beverage - Beverage brands can create interactive self-care experiences that showcase their products and educate consumers on their benefits.
2. Wellness - The wellness industry can tap into the growing interest in self-care and spirituality by creating immersive experiences that provide consumers with tools for self-improvement.
3. Events - Event organizers can create themed pop-up experiences that attract consumers looking for unique, interactive experiences.
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