# Co-Branded Outerwear Pop-Ups The Arrivals and Dyson Collaborated on an Experiential Installation By Laura McQuarrie | Published 2018-10-18 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/outerwear-pop-up References: [fastcompany](https://www.fastcompany.com/90251923/30-dyson-hair-dryers-will-literally-blow-you-away-to-prove-you-need-a-good-coat) & [thearrivals](https://thearrivals.com/) To truly show off how its fashionable performance coats and jackets hold up against the elements, The Arrivals collaborated with [Dyson](https://www.trendhunter.com/trends/dyson-intransit-experience) on an [experiential outerwear pop-up](https://www.trendhunter.com/trends/on-rotation1), where Dyson's powerful hairdryers simulate wind. In [SoHo](https://www.trendhunter.com/trends/beta-ar), 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. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 64% | Activity: 49% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### 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. ## Related on Trend Hunter - [Headphone-Specific Airport Pop-Ups](https://www.trendhunter.com/trends/dyson-intransit-experience.md) - [Immersive Back-to-School Pop-Ups](https://www.trendhunter.com/trends/sprayground-pop-up.md) - [Wintry Retail Activations](https://www.trendhunter.com/trends/winter-wonderland-popup.md) - [Luxury Fabric Pop-Ups](https://www.trendhunter.com/trends/extreme-cashmere-popup.md) - [Selective Retail Pop-Ups](https://www.trendhunter.com/trends/woolrich-black-label.md) - [Experiential Haircare Pop-Ups](https://www.trendhunter.com/trends/the-miraculous-pod.md) - [Branded Rain-Themed Installations](https://www.trendhunter.com/trends/rain-experience.md) - [Luxury Menswear Apparel Pop-Ups](https://www.trendhunter.com/trends/louis-vuittons-soho-popup.md) - [Mix-and-Match Aroma Installations](https://www.trendhunter.com/trends/hm-nolita-pop-up.md)