New York Brandless Pop-Up
Will Feature Everything From Tasting Flights To A Clean Beauty Lounge
The direct-to-consumer retailer will showcase its home, beauty and food products in its second "Pop-Up With Purpose," offering visitors a coffee bar, beauty lounge and exclusive merchandise
(Author : Jackie Chiquoine)
Direct-to-consumer retailer Brandless, known for selling quality consumer goods for $3 or less, is bringing its unique concept offline for its second Pop-Up with Purpose activation. Located in New York’s Milk Building, the pop-up is the brand’s first physical retail effort in New York will run for nearly two weeks from late October into the beginning of November.
The space will feature plenty of opportunity to interact with the brand and its products, including a fair trade coffee bar, tasting menus for snacks and other food items, and a beauty lounge. “Through immersive installations and interactive moments from floor-to-ceiling, we want to highlight both our values and those of our community, and encourage connection around these shared affinities,” Brandless CEO and co-founder Tina Sharkey told PSFK via email.
Visitors to the Brandless activation will also get a first look at new and unreleased items. For those new to the brand, a “Best of Brandless” bundle makes for an easy introduction to its assortment of non-GMO and organic food, clean and cruelty-free beauty products, and home goods.
“At Brandless,” Sharkey says, “we’re on a mission to democratize access to goodness all across the country, and part of that means bringing the Brandless experience to our community in tangible and meaningful ways.” The company will highlight its existing online community with multimedia installations displaying shared social media content, user-submitted recipes and DIY life hacks using its products. Interactive moments throughout will spotlight the brand’s purpose-driven mission of giving back to communities and practicing kindness. For every social post tagged #BrandlessLife during the pop-up, the company will donate one meal via a partnership with Feeding America.
The pop-up experience has become an important element of direct-to-consumer strategy, as it allows pure play brands an opportunity to reach consumers in the real world, and gives consumers an opportunity to test products they may have been hesitant about purchasing online. With this second iteration of its Pop Up With Purpose, Brandless hopes to expand its reach beyond online marketing, with a Manhattan location that aims to entice the coveted young urban consumer.