# Misty Greenhouse Pop-Ups Boots Brand Hunter Created a Pop-Up to Simulate the Scottish Highlands By Laura McQuarrie | Published 2017-11-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/greenhouse-pop-up References: [campaignlive](https://www.campaignlive.co.uk/article/hunter-creates-greenhouse-new-yorks-grand-central-terminal/1448764) & [hunterboots](https://www.hunterboots.com/ca/en_ca/) In an effort to "recreate the serene misty landscape of the Scottish Highlands," boots brand [Hunter](https://www.trendhunter.com/trends/hunter-x-loveshackfancy) installed a greenhouse pop-up in New York's Grand Central Terminal. The rainwear pop-up featured the soothing sound of rain, misty air and moss underfoot, altogether creating an immersive environment that transports consumers back to the brand's roots. The [immersive pop-up space](https://www.trendhunter.com/trends/benemart-concept) gave New Yorkers and others passing through the station the chance to instantly feel transported to a far-off destination, yet still feel protected from the elements. The experience also provided a chance for busy city dwellers to connect with some of the comforting sights, smells and sounds of the natural world and temporarily escape the hustle and bustle of the urban world. Pop-up installations remain a great way for retailers to stage a low-risk experiment with a physical presence in an unexpected place. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 57% | Activity: 69% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### Key Themes Behind This Trend - **Immersive Pop-up Experiences:** Creating immersive pop-up installations allows brands to transport consumers to different environments and provide unique experiences. - **Bringing Nature Indoors:** Integrating elements of nature, such as rain, mist, and greenery, into indoor spaces provides consumers with a calming and immersive environment. - **Retail Experimentation:** Pop-up installations offer retailers a low-risk opportunity to test out physical retail concepts in unexpected locations. ### Where This Applies - **Retail:** Retailers can explore immersive pop-up experiences to create memorable brand interactions and engage consumers in unique ways. - **Hospitality:** Hotels and resorts can incorporate elements of nature in their indoor spaces to provide guests with a relaxing and immersive atmosphere. - **Event Planning:** Event planners can utilize pop-up installations to create memorable and interactive experiences for attendees in unconventional venues. ## Related on Trend Hunter - [Desert-Inspired Boutique Pop-Ups](https://www.trendhunter.com/trends/omani-desert-popup.md) - [Branded Rain-Themed Installations](https://www.trendhunter.com/trends/rain-experience.md) - [Forest Bathing Beauty Pop-Ups](https://www.trendhunter.com/trends/tatcha-beauty-pop-up.md) - [Gameshow-Style Pop-Ups](https://www.trendhunter.com/trends/jo-malone-christmas-special.md) - [Immersive Back-to-School Pop-Ups](https://www.trendhunter.com/trends/sprayground-pop-up.md) - [Garden Shed Pop-Ups](https://www.trendhunter.com/trends/maison-margiela-fragrance.md) - [Cherry-Themed Bar Pop-Ups](https://www.trendhunter.com/trends/phlur-and-space-nk.md) - [House Party Pop-Ups](https://www.trendhunter.com/trends/boots-beauty-house-party.md) - [Branded Interactive Parks](https://www.trendhunter.com/trends/birkenfields.md)