Des10ation: Vitamin Water

vitaminwater10 Pop-Up

Pop-up stores seem to be all the rage recently for brands seeking boutique appeal. Glacéau is the latest to launch one in New York for their new line, vitaminwater10 – a drink containing only ten calories. The concept involved turning an empty storefront on Broadway between Bleecker and Houston into a Vitamin Water wonderland for ten days. The idea was to create a loungy atmosphere with couches, a dj, various games and refrigerators well stocked with Vitamin Water to entice people to try the new product. In an era where consumers are becoming immune to advertising, the pop-up store is a great way to get your product in front people and gain a lot of buzz in the process. They’ve also tapped into the consumer mindset by creating this little oasis in the middle of a busy shopping district. Let’s be honest… a Vitamin Water rep peddling a new product to you in the middle of a grocery store? No thank you. But a little bit of free pampering amidst an afternoon of shopping? Yes please!

I like the color-coordinated sections – very Vitamin Water.

vitaminwater10 pop-up interior

This graphic “10” made from bottles of water is pretty awesome.

vitaminwater10 pop-up interior

An intense game of foosball can make one very thirsty… Unfortunately you’ll have to quench your thirst elsewhere as today was the last day for the pop-up (sorry for the late notice).