At Los Angeles-based experiential agency, Optimist, I was part of a creative team dedicated to producing live events for Google. The largest of these, the Google Pop-ups, took place in New York and Los Angeles in the Flatiron and WeHo neighborhoods respectively.
In addition to showcasing the latest offerings from the Google Hardware family, these retail spaces doubled as buzzworthy event hubs, designed to attract Google enthusiasts, tech-forward millennials, and newcomers to the Google ecosystem.
The Pop-ups were refreshed continuously during their four-month duration, featuring bespoke interactive displays, live performances, and tech-infused fun around every corner. From curating live events to partnerships in the surrounding neighborhoods, down to the visual elements of the space itself, every aspect needed ideation around the simple goal: create an experience that's engaging, socially shareable, and above all "Googley."
To build anticipation around the Pop-up locations before they opened, we blocked out the windows in some very familiar brand colors, letting foot-traffic in the area know that something special from Google was on the way.
Additionally, strategically placed street stencils featuring the Google pin-drop icon teased hints of what was coming to the neighborhood.
Partnering with neighborhood locations like coffee and juice shops helped us to further get the word out and provide our muse consumers with small incentives for visiting.
To help the holiday season go out with a bang, the #googlepopup Countdown Calendar gave our audience on Instagram some festive incentives for stopping by in the last ten days of opening.
Each day of the countdown featured a unique, holiday-themed treat that guests get as a reward for stopping by the store. From free Google gift wrapping services with every purchase to on-site prize hunts and Google nail art, the calendar not only increased foot traffic but created more than a few smiles.