To truly show off how its fashionable performance coats and jackets hold up against the elements, The Arrivals collaborated with Dyson on an experiential outerwear pop-up, where Dyson's powerful hairdryers simulate wind.
In SoHo, The Arrivals set up a stylish all-pink pop-up that resembles an art installation, complete with a wall of 30 Dyson hairdryers to create a wind tunnel of sorts, as well as a bouncy floor. Every second, Dyson's hairdryers send 13 liters of air into the tunnel, which presents a much more dynamic and memorable product demonstration than simply seeing a jacket sitting statically on a coat hanger.
The pop-up from The Arrivals and Dyson in New York City is set to remain open into February 2019.
What's Driving This Trend
- Experiential Marketing
- By utilizing a wall of hair dryers to simulate wind and a bouncy floor, brands can create art installations to offer memorable experiential demonstrations to showcase their products.
- Co-branding
- Collaborations between brands can enhance their brand image and create a buzz around their products, as demonstrated by The Arrivals and Dyson's outerwear pop-up.
- Performance Outerwear
- Outerwear brands can utilize experiential marketing to showcase the performance of their products and differentiate themselves from competitors, as demonstrated by The Arrivals' collaboration with Dyson.
Who This Affects Most
- Fashion
- Fashion brands can team up to create unique experiences for consumers to differentiate themselves and boost sales, as demonstrated by The Arrivals and Dyson's outerwear pop-up.
- Retail
- Retailers can utilize experiential marketing to provide customers with memorable experiences to attract foot traffic and generate buzz around their brand, as demonstrated by The Arrivals' collaboration with Dyson.
- Home Appliances
- Home appliance brands can collaborate with fashion brands to showcase the performance of their products through experiential marketing, as demonstrated by Dyson's partnership with The Arrivals' outerwear pop-up.
