Anthropologie x The Surf Lodge Pop-Up Experience
Summer 2023 Social Brand Activation

Montauk, NY

The Surf Lodge

In June 2023, Anthropologie took over The Surf Lodge’s dedicated retail space to launch an immersive, seaside pop-up experience. Running from June 7–12, the activation featured a curated selection of dresses, swimwear, and accessories designed to capture the spirit of summer in Montauk.

The collaboration brought Anthropologie’s signature style to one of the East Coast’s most iconic destinations for fashion, music, and coastal living.

Position Anthropologie as a summer lifestyle brand that connects fashion, culture, and experience. The goal was to engage a trend-focused, younger audience through a physical retail activation that blended shopping, content creation, and community-driven experiences.

The summer retail landscape is filled with seasonal activations and branded experiences competing for attention. Anthropologie needed to create a pop-up that stood out among high-end lifestyle collaborations, aligning the brand with the Surf Lodge’s cultural cachet while staying true to its creative, free-spirited identity.

Develop a destination pop-up that extended Anthropologie’s digital presence into a real-world experience.
The campaign centered around three creative pillars:

Curate the Collection: Showcase a hand-selected range of dresses, swim, and accessories tailored to The Surf Lodge’s beachside aesthetic and clientele.

Create Connection: Invite influencers and guests to experience Anthropologie through fashion, décor, and hospitality moments.

Capture the Moment: Leverage social storytelling and on-site activations to amplify reach and drive awareness across digital channels.

Shared daily coverage across Instagram Stories, Reels, and TikTok, highlighting influencer visits, product displays, and lifestyle moments from the Montauk pop-up.

Coordinated with Anthropologie’s e-commerce and creative teams to align featured products with shoppable digital content.

Captured branded imagery and behind-the-scenes content for post-event storytelling and seasonal lookbook use.

Partnered with five New York-based fashion influencers to attend and shop the pop-up, producing organic social coverage across their personal channels.

Hosted influencers for The Surf Lodge’s VIP Summer Concert Series, including a private dinner styled with AnthroLiving tabletop décor.

Generated organic engagement and UGC from attendees and Surf Lodge visitors, extending brand visibility across lifestyle and travel audiences.

Effortless Summer Style: Emphasize Anthropologie’s role as the go-to brand for seasonal dressing and coastal lifestyle.

Immersive Experience: Blend fashion, music, and hospitality to reflect the brand’s multi-dimensional lifestyle appeal.

Community and Connection: Celebrate shared experiences that inspire creativity and self-expression.

Cross-Category Integration: Highlight how AnthroLiving design complements the brand’s apparel and accessories through thoughtful event styling.

Featured a curated in-person retail experience reaching The Surf Lodge’s high-traffic summer audience.

Engaged five key NYC fashion influencers, generating strong organic reach and lifestyle content across social platforms.

Reinforced Anthropologie’s positioning as a versatile lifestyle brand bridging fashion, interiors, and experience-driven storytelling.

The Anthropologie at The Surf Lodge pop-up embodied the carefree energy of summer through a fusion of retail, lifestyle, and design. By activating within one of the Hamptons’ most influential cultural destinations, the brand reached new audiences through fashion, music, and coastal living.

The campaign successfully translated Anthropologie’s aesthetic into an immersive brand experience that deepened connection and inspired summer style both on and offline.

Fisher Hirsch