Product Trial and Awareness
Gen Z relevance
Immersed guests in a Y2K nostalgia mall where they could taste the new Vita Coco Treats, snap content in a retro playground of fuzzy walls and claw machines, and explore era inspired zones.
Vita Coco wanted to break through with Gen Z in a way that made their new Treats line not just sampled - but talked about. That meant anchoring around trend-savvy nostalgia, driving lines in real life, and earning presence online, all within one weekend in New York.
Immersive Guest Journey
Themed Facial Recognition Photo Sharing
Y2K Fit Check Photo Moment
Iconic Collaboration
Product Sampling
Fun Branded Giveaways
We turned a Union Square venue into a full-scale Y2K mall - complete with fuzzy walls, branded snacks, claw machines, and a wild lineup of immersive throwbacks. Guests explored five distinct zones, captured content via facial recognition, and left with merch, piercings, and Treats in hand. From line-starting VIP previews to all-day consumer flows, the Nostalgia Mall delivered real-time buzz and feel-good flavor.
VIP Launch Party
Celebrity Meet & Greet
Piercing Station
Live Feed Security Booth
Fisheye Photo Booth
Immersive Photo Moment
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