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Walgreens took over a section of Military Island in Times Square on Thursday with its Wonderland Lodge, a pop-up photo opportunity meant to promote the Times Square store's new Photo Play blue screen studio, as well as the brand's new app. Erika Grinius, Walgreens' marketing manager for e-commerce, said the event aimed to “create holiday awareness” and remind consumers that holiday photos are a gift option, whether in card form or on items like T-shirts and mugs.
Produced by Miami Marketing Group, the event consisted of a gingerbread house with snow, creating a wintry background for America's Next Top Model photographer Nigel Barker to shoot the first 25 guests in line. Street team workers brought in by Alison Brod PR wore red beanies and white quilted jackets as they had guests sign the consensus forms required in order to get their photos taken. Guests received holiday-themed magnetic frames that have the Web address where the photos are online. The photos were also projected on the giant-sized neon screen on the side of the Times Square Walgreens.