PopSugar

Brand Strategy and Design
Experience

PopSugar’s experiential tent-pole was developed to engage a millennial-minded, female-focused audience with a one-of-a-kind exposition. The Gathery designed a visual identity that celebrated the interconnected nature of happiness through a balance of play and purpose. For two years in a row, we developed and produce a multi-day event that transitioned seamlessly from web to live experience. Over 30 sponsor integrations featured interactive consumer activations from brands as diverse as Nine West, Kohl’s, Samsung, Wendy’s and GLAAD, that guest could enjoy between panels and fireside chats hosted by PopSugar’s cats of editors.

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- Figure 01
  
  Each sponsor activation was transformed into whimsical experiences were consumers would rediscover their favorite brand’s through play.
- Figure 02
  
  The experience featured two stages, color-coordinated lounges, food stations, a shop, and one epic entrance slide.
- Figure 03
  
  Twenty-one sponsors – ranging from brands like Adidas to Covergirl – were cleveraly integrated into the visionary design of the inaugural PopSugar Playground.
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Figure 01

Each sponsor activation was transformed into whimsical experiences were consumers would rediscover their favorite brand’s through play.

Figure 02

The experience featured two stages, color-coordinated lounges, food stations, a shop, and one epic entrance slide.

Figure 03

Twenty-one sponsors – ranging from brands like Adidas to Covergirl – were cleveraly integrated into the visionary design of the inaugural PopSugar Playground.

From the exterior to the interior, fun was at the forefront of our design.

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