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Anthropologie x La Colombe
Project
Seasonal Pop-Up & Social Collaboration
Date
August 2023
Location
Flatiron Plaza, New York City
Campaign
In celebration of Anthropologie’s fall pumpkin collection, the brand partnered with La Colombe to host an experiential pop-up in NYC’s Flatiron Plaza.
The activation invited passersby to embrace the spirit of the season through scent, taste, and community, offering a complimentary Anthropologie pumpkin candle or mug paired with La Colombe’s Pumpkin Spice Draft Latte.
Objective
Drive awareness and engagement around Anthropologie’s seasonal home and gifting collection through an in-person, multi-sensory experience that connected the brand’s fall aesthetic with lifestyle moments consumers love.
The goal was to bridge digital and physical brand touchpoints by encouraging app engagement and new customer acquisition.
The Challenge
In an oversaturated fall retail landscape, the challenge was to create an activation that cut through visual clutter and drove measurable engagement both onsite and in-app, while maintaining Anthropologie’s signature sense of warmth and creativity.
The Plan
Partner with La Colombe to concept a co-branded experience that aligned both brands’ audiences around a shared fall ritual.
The pop-up strategy centered on three key pillars:
Engage the Senses: Combine scent and flavor to create a memorable moment of discovery.
Drive Conversion: Require users to show the Anthropologie iOS app to redeem their gift, encouraging downloads and engagement.
Celebrate Seasonality: Reinforce the emotional connection to fall through design, hospitality, and social shareability.
Owned Channels
Captured and shared real-time content from the activation across Instagram and TikTok to extend event visibility.
Integrated event visuals into ongoing fall campaign storytelling and paid extensions.
Featured the event and gift items across email and app to drive continued product interest post-event.
Earned Channels
Partnered with La Colombe’s social and PR teams to promote the activation and amplify reach across both audiences.
Encouraged user-generated content through the shareable giveaway experience and branded photo moments.
Content Messaging + Priorities
Seasonal Storytelling: Highlight the nostalgia and sensory appeal of Anthropologie’s fall collection.
Community Connection: Transform a city plaza into an intimate brand moment.
Digital Engagement: Convert real-world excitement into app downloads and repeat engagement.
Results
600 complimentary gifts distributed
1,113 total iOS app download scans recorded during the activation
Increased visibility across social media through real-time attendee content and influencer participation
Conclusion
The Pumpkins in the Plaza activation brought Anthropologie’s fall spirit to life in the heart of New York City. By combining seasonal storytelling with digital engagement, the campaign created a multisensory brand experience that deepened consumer connection and successfully bridged physical and digital brand interaction.
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