# Immersive Hotel Activations This Recent Pop-Up Event Helped Celebrate the Launch of W Shanghai By Jana Pijak | Published 2017-11-07 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/w-shanghai References: [hotelmanagement.net](http://www.hotelmanagement.net/food-beverage/pop-up-event-celebrates-opening-w-shanghai-bund) The recent launch of W Shanghai – The Bund was celebrated by New Yorkers with an exclusive pop-up that was not only [Instagram](https://www.trendhunter.com/trends/matcha-mart-popup-in-toronto)-friendly, but also rewarding for visitors. Launched inside The [Oculus](https://www.trendhunter.com/trends/go-get) building in downtown Manhattan, the brand activation featured live dance performances, dj sets, and branded takeout containers of soup dumplings -- a traditional Shanghai dish which was custom-created in partnership with award-winning chef Danny Bowien. Additionally, the pop-up spotlighted the latest in Shanghai street style looks, while giving visitors a chance to win prizes like signed cookbooks, two-night stays at W's NYC, LA, and Washington locations, and most impressively, a three-night stay at the newly opened W Shanghai - The Bund. Targeting Millennial travelers, this [immersive brand activation](https://www.trendhunter.com/trends/shein-pop-up) gave participants a chance to unlock exclusive rewards while spotlighting fashion, music, and food in the process. Image Credit: Hotel Management ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 82% | Activity: 78% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **Immersive Brand Activations:** Creating interactive and engaging experiences for consumers that incorporate various elements like fashion, music, and food. - **Instagram-friendly Events:** Designing pop-up events and activations that are visually appealing and shareable on social media platforms. - **Collaborative Culinary Experiences:** Partnering with renowned chefs to create customized food offerings that enhance the overall brand experience. ### Where This Applies - **Hospitality:** Hotels can create unique and memorable experiences for their guests through immersive brand activations. - **Fashion:** Fashion brands can leverage immersive events to showcase their latest designs and engage with their target audience. - **Food and Beverage:** Restaurants and food brands can collaborate with renowned chefs to create unique dining experiences that attract and engage customers. ## Related on Trend Hunter - [Experiential Luggage Events](https://www.trendhunter.com/trends/beis-bloomingdales-takeover.md) - [Nostalgic Luxury Pop-Ups](https://www.trendhunter.com/trends/celines-zhangyuan-popup.md) - [Global Product Launch Events](https://www.trendhunter.com/trends/go-get.md) - [Laser Facial SoHo Pop-Ups](https://www.trendhunter.com/trends/sev-laser.md) - [Immersive Multi-Brand Beauty Pop-Ups](https://www.trendhunter.com/trends/seoul-in-the-city.md) - [Nostalgic Branded Pop-Up Events](https://www.trendhunter.com/trends/new-york-city-popup-event.md) - [Immersive Night-Market Skincare Events](https://www.trendhunter.com/trends/night-market-popup.md) - [Parisian Airport Pop-Ups](https://www.trendhunter.com/trends/moet-hennessys-paris-concept.md) - [Online Lifestyle-Inspired Street Festivals](https://www.trendhunter.com/trends/street-life-festival.md)