Mejuri Launched a Maze-Inspired Vault Experience in New York City
Grace Mahas — November 25, 2019 — Marketing
In celebration of its fifth anniversary, cult-favorite jewelry brand Mejuri recently unveiled its first-ever experiential space called 'The Vault.' The Vault is located in a 2,300 square foot location that will offer plenty of Instagrammable moments for guests.
The Vault pop-up will feature three of Mejuri's iconic collections including the zodiac, the tarot, and diamonds and will encourage visitors to explore the evolution of the jewelry brand first-hand. The company is also launching a social media challenge that hints at a password for visitors that will unlock entry to the Vault as well as a surprise gift.
This maze-inspired experience will be running from November 23 through December 22 (including Thanksgiving) and is located at 418 West 13th Street in New York City.
The Vault pop-up will feature three of Mejuri's iconic collections including the zodiac, the tarot, and diamonds and will encourage visitors to explore the evolution of the jewelry brand first-hand. The company is also launching a social media challenge that hints at a password for visitors that will unlock entry to the Vault as well as a surprise gift.
This maze-inspired experience will be running from November 23 through December 22 (including Thanksgiving) and is located at 418 West 13th Street in New York City.
Trend Themes
1. Experiential Retail - Mejuri's maze-inspired jewelry Vault pop-up offers immersive and interactive experience for customers that can spark interest in experiential retail concepts.
2. Influencer Marketing - Mejuri's social media challenge that hints at a password for visitors that will unlock entry to the Vault as well as a surprise gift shows the potential for influencer marketing to drive engagement and foot traffic to retail pop-ups.
3. Personalized Jewelry - Mejuri's iconic collections, such as the zodiac, tarot, and diamonds, that are featured in The Vault pop-up capitalize on the trend for personalized jewelry that's expected to grow in the coming years.
Industry Implications
1. Jewelry Retail - Mejuri's The Vault pop-up and its experiential and personalized jewelry offerings demonstrate innovations in the traditional jewelry retail industry.
2. Retail Pop-ups - Mejuri's The Vault pop-up is an example of how retail pop-ups can be used to create unique, immersive shopping experiences for customers.
3. Social Media Marketing - Mejuri's social media challenge as a marketing tool to promote The Vault pop-up highlights the potential for social media marketing to increase engagement and drive foot traffic to brick-and-mortar stores.
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