CASE STUDY
SHRM Pop-Up Coffee Shop
ACTIVATION
SHRM called on us to deliver just under 100,000 pieces of branded merch to help to bring their workplace culture activation to life at the World Trade Center Transportation Hub in New York City.
The Society for Human Resource Management (SHRM), founded in 1948, is the largest Human Resources industry professional association. It has 275,000 members in over 140 countries and 93% of Fortune 500 Companies are represented in SHRM's membership. SHRM works through research, publications, and legislative input to advance the interests of the HR profession.
One of SHRM’s priorities is to create spaces for healthy discussions around workplace culture. To do that, they took the discussion to the commuter. The Oculus is the main station house of what is now known as the World Trade Center Transportation Hub in New York City.
We developed a range of branded merchandise to encourage NYC commuters to stop and interact with brand ambassadors on the floor. All goods had to be delivered on the same day as the event in order to meet the venues strict load-in security guidelines.
Tens of thousands of commuters pass through the newly renovated station every day. Inside, the main hall was transformed to house a pop-up coffee shop with a lounge, discussion panel and interactive installations.
We produced a gambit of items including 5,000 vinyl stickers, 8,000 mugs, 50,000 mints, 400 notepads, 15,000 coffee cups, and 20,000 napkins, providing all the supplies for the experiential activation. Mugs were displayed on an oversized pegboard to create a striking visual impact to the tens of thousands of commuters passing through the building.
The logistics required our team to be in constant contact with both the delivery service and the client to ensure a timely drop-off in New York.