MACY’S: GOODFUL LAUNCH

TYPE

Retail Activation

Involvement

Creative + Design, Fabrication, Production + Management

Location

New York, New York

Ambition

Launch BuzzFeed’s Goodful and Macy’s home goods collaboration through a high-impact, in-store launch event at Macy’s New York Flagship.  

Action

We turned a portion of Macy’s Herald Square store into a wellness oasis presenting the portfolio of products.  Shoppers were invited to experience a guided, 3-minute meditation and take home tips for how they can continue their practice.  An aromatherapy station offered consultation on aroma formulations and mixtures. Guests were also invited to create their own tea blends, receive on-the-spot mindfulness horoscopes, and breathe in fresh air through a pure air demo, all while interacting with and learning about Goodful.  

Impact

The launch helped raise awareness for Goodful, and through branded-content shot onsite, BuzzFeed distributed the launch across their O&O channels.