# Vault-Themed Jewelry Pop-Ups Mejuri Launched a Maze-Inspired Vault Experience in New York City By Grace Mahas | Published 2019-11-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/the-vault References: [mejuri](https://mejuri.com/?sgsg) & [mejuri](https://mejuri.com/?loj) In celebration of its fifth anniversary, cult-favorite jewelry brand [Mejuri](https://www.trendhunter.com/trends/mejuri-2) recently unveiled its first-ever [experiential space](https://www.trendhunter.com/trends/shein-pop-up) called 'The [Vault](https://www.trendhunter.com/trends/official-beverage-ration).' The Vault is located in a 2,300 square foot location that will offer plenty of Instagrammable moments for guests. The Vault pop-up will feature three of Mejuri's iconic collections including the zodiac, the tarot, and diamonds and will encourage visitors to explore the evolution of the jewelry brand first-hand. The company is also launching a social media challenge that hints at a password for visitors that will unlock entry to the Vault as well as a surprise gift. This maze-inspired experience will be running from November 23 through December 22 (including Thanksgiving) and is located at 418 West 13th Street in New York City. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 61% | Activity: 60% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Experiential Retail:** Mejuri's maze-inspired jewelry Vault pop-up offers immersive and interactive experience for customers that can spark interest in experiential retail concepts. - **Influencer Marketing:** Mejuri's social media challenge that hints at a password for visitors that will unlock entry to the Vault as well as a surprise gift shows the potential for influencer marketing to drive engagement and foot traffic to retail pop-ups. - **Personalized Jewelry:** Mejuri's iconic collections, such as the zodiac, tarot, and diamonds, that are featured in The Vault pop-up capitalize on the trend for personalized jewelry that's expected to grow in the coming years. ### Industries Being Reshaped - **Jewelry Retail:** Mejuri's The Vault pop-up and its experiential and personalized jewelry offerings demonstrate innovations in the traditional jewelry retail industry. - **Retail Pop-ups:** Mejuri's The Vault pop-up is an example of how retail pop-ups can be used to create unique, immersive shopping experiences for customers. - **Social Media Marketing:** Mejuri's social media challenge as a marketing tool to promote The Vault pop-up highlights the potential for social media marketing to increase engagement and drive foot traffic to brick-and-mortar stores. ## Related on Trend Hunter - [Jewelry Rewards Initiatives](https://www.trendhunter.com/trends/mejuri-2.md) - [Jewelry Retail Expansions](https://www.trendhunter.com/trends/mejuri-square-one.md) - [Secret Skincare Pop-Ups](https://www.trendhunter.com/trends/hey-its-cerave-popup.md) - [Immersive Luxury Cosmetics Pop-Ups](https://www.trendhunter.com/trends/la-beaut-louis-vuitton1.md) - [Jelly Tint Arcade Pop-Ups](https://www.trendhunter.com/trends/claw-machine-event.md) - [Jewelry House Pop-Ups](https://www.trendhunter.com/trends/trinity-collection-popup.md) - [Luxury Watchmaker Events](https://www.trendhunter.com/trends/reverso-stories-popup.md) - [Gilded Retail Exhibitions](https://www.trendhunter.com/trends/through-the-keyhole.md) - [Accessory-Based NYC Pop-Ups](https://www.trendhunter.com/trends/lil-sweet-treat.md)