# Celestial Self-Help Pop-Ups vitaminwater Launches Its New 'Mercury Retrograde Shelter' in Brooklyn By Niko Pajkovic | Published 2022-06-03 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/mercury-retrograde-shelter References: [hypebeast](https://hypebeast.com/2022/5/vitaminwater-mercury-retrograde-shelter-recap-williamsburg) & [vitaminwater](https://www.vitaminwater.com/)  Performance-focused beverage brand [vitaminwater](https://www.trendhunter.com/trends/vitaminwaters) has officially opened a [new pop-up in Williamsburg, Brooklyn](https://www.trendhunter.com/trends/new-york-city-popup-event) called 'Mercury Retrograde Shelter.' As the name suggests, the new interactive space intends to provide guests with "shelter" from the forces of Mercury Retrograde in Gemini, which is thought to impact one's heart and soul in strange and potentially tumultuous ways. The pop-up consists of [six thematic rooms](https://www.trendhunter.com/trends/natures-truth) that have been curated to showcase vitaminwater products while combatting the energy crisis associated with retrograde. The rooms include 'Ice,' 'Gutsy,' 'Energy,' 'Focus,' 'XXX Zero', and 'Shine.' In addition, the highly immersive space guides visitors through specific self-care disciplines and provides them access to celebrity self-help gurus. Mercury Retrograde in Gemini is set to run until June 3. However, the brand's new flavors will be offered for a longer period of time. Image Credit: vitaminwater ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 54% | Activity: 84% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Celestial Self-help:** There is an opportunity for brands to create immersive experiences that combine self-care and spirituality. - **Interactive Pop-ups:** Creative pop-up installations provide an opportunity for brands to create engaging, interactive experiences that showcase their products. - **Celebrity Endorsements:** Partnering with celebrities or influencers can boost a brand's credibility and attract a wider audience to their products or services. ### Who This Affects Most - **Beverage:** Beverage brands can create interactive self-care experiences that showcase their products and educate consumers on their benefits. - **Wellness:** The wellness industry can tap into the growing interest in self-care and spirituality by creating immersive experiences that provide consumers with tools for self-improvement. - **Events:** Event organizers can create themed pop-up experiences that attract consumers looking for unique, interactive experiences. ## Related on Trend Hunter - [Astrologically Inspired Hard Seltzers](https://www.trendhunter.com/trends/vizzy-mercury-retrograde-edition-cans.md) - [Stylish Soda Pop-Ups](https://www.trendhunter.com/trends/poppi-world.md) - [Hydration-Focused Pop-Ups](https://www.trendhunter.com/trends/just-add-water.md) - [Y2K Mall Pop-Ups](https://www.trendhunter.com/trends/nostalgia-mall.md) - [Mixologist-Crafted Beverage Creations](https://www.trendhunter.com/trends/drips-by-pepsi.md) - [Boutique Wellness Cafe Pop-Ups](https://www.trendhunter.com/trends/sweeten-your-strength.md) - [Nostalgic Branded Pop-Up Events](https://www.trendhunter.com/trends/new-york-city-popup-event.md) - [Cosmic Beverage Activations](https://www.trendhunter.com/trends/celsius-energy.md) - [Immersive Curl-Powered Pop-Ups](https://www.trendhunter.com/trends/curl-powered-pop-up.md)