A branded tiki-style bar fronted with the company's global campaign logo offered up refreshments.
Photo: Aymann Ismail/New Stand
Havaianas worked with New Stand to remove seats from the roof, replacing them with a colorful daybed.
Havaianas flip-flops were available for purchase.
The 59-minute ferry ride runs between the Rockaways, Sunset Park, and Lower Manhattan. The takeover hashtag #riotorockaways was included on the signage.
Havaianas and New Stand needed to coordinate ferry schedules and secure approvals from the Coast Guard for the brand takeover.
During the five-day takeover, there were happy hours on weekday afternoons and all day on the weekends.
Graphics such as floor decals were inspired by the company’s global campaign: “Made of Brazilian Summer.”
The on-board pop-up shop featured an assortment of beach products inspired by Brazil, including apparel, accessories, personal care items, gadgets, and snacks.
The annual bonanza of entertainment for fans of sci-fi, superhero, and fantasy genres was filled with creative activations and included new venues.
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