Rhode's NYC Pop-Up Attracts Over 1,000 Fans

Image source: Ye Fan for The New York Times

On June 20th, Rhode hosted their first storefront pop-up in New York’s SoHo neighborhood. Their “Pocket-Sized” pop-up, named after the launch of their new Pocket Blush, created opportunities for attendees to generate UGC and interact with the brand’s line of products in-person. 

Fans and the public were invited to come to the pop-up and buy their set of mini-blushes (along with other Rhode products). The pop-up opened at 11 A.M., with the line for entrance closing within 34 minutes of it’s start time. According to the New York Times, 1,000 Rhode fans began lining up for the pop-up at 6 A.M. And according to the Business of Fashion, the crowd was mostly female and under the age of 30. 

The night before, Rhode hosted an intimate preview party. Guests included Hailey Bieber, press and influencers such as Cyrus Vessyi(1), Chrissy Ford(2), and Dani Michelle(3). 

Hosting influencer- and public-facing activations at different times but within the same venue is a format we predict other brands will test in the future. Building a strong connection with consumers and creating more opportunities for UGC-creation(4) is a potential way to increase your brand's ROI on experiential marketing. 

(1) Cyrus Vessyi: Instagram. Tiktok.

(2) Chrissy Ford: Instagram. TikTok.

(3) Dani Michelle: Instagram.

(4) UGC: commonly-used abbreviation for user-generated content.