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  1. Production & Strategy
  2. Event Production & Fabrication

C'mon, Get Happy: See Inside Aerie’s Colorful Pool Party

To promote its #AerieREAL movement, the brand hosted a spring break activation in Miami.

Michele Laufik
April 13, 2022

A giant smiley face covered in foliage served as a backdrop for the swing set.A giant smiley face covered in foliage served as a backdrop for the swing set.Photo: Courtesy of Coffee 'n ClothesMIAMI/SOUTH FLORIDA—Lifestyle apparel retailer Aerie kicked off spring break in style this year with a playful pool party on March 16. Experiential agency Coffee 'n Clothes partnered with the brand to create the “Happy Spot” at The Goodtime Hotel in Miami.

“This idea came about to help establish Aerie as a swim destination and reinforce Aerie's brand mission for everyone to love themselves,” explained Ryan Glick, founder of Coffee 'n Clothes, about the concept. “The Aerie spring campaign is to ‘find happy’ everywhere, and the goal was to celebrate the brand’s mission of sharing positive messages to create a safe and happy place.”

It was Aerie’s first in-person activation since the pandemic began, with the goal of promoting the evolution of the brand’s #AerieREAL campaign. In March, the brand—which is committed to body positivity and does not retouch its models—launched the next phrase of its #AerieREAL initiative with a focus on sharing positive messages across social media feeds to encourage safe content consumption, helping to tamp down the negative impact of social media.

In addition to a series of PSAs (Positive Scrolling Always) and a TikTok hashtag challenge, Aerie hosted the Happy Spot.

The activation featured plenty of photo ops and poolside activities including a custom-built mini golf course, a swing, tote customization, nail art and branded merch. Attendees were also able to meet brand ambassadors Aly Raisman and Hannah Schlenker. The daylong event concluded with country singer Kelsea Ballerini taking the stage to debut her song “Keepin’ It Real,” which she wrote exclusively for the event and to launch the brand’s TikTok challenge.

All ticket proceeds from the event supported Miami-based nonprofit organization Style Saves, which provides students with school uniforms, supplies, clothes and more. To attend, guests needed to provide proof of vaccination, a COVID infection within 90 days or a negative rapid or PCR test within 48 hours of the event.

See more from Aerie's "Happy Spot."

Experiential agency Coffee 'n Clothes partnered with Aerie to create the “Happy Spot” at The Goodtime Hotel in Miami.
Experiential agency Coffee 'n Clothes partnered with Aerie to create the “Happy Spot” at The Goodtime Hotel in Miami.
Photo: Courtesy of Coffee 'n Clothes
A giant smiley face covered in foliage served as a backdrop for the swing set.
A giant smiley face covered in foliage served as a backdrop for the swing set.
Photo: Courtesy of Coffee 'n Clothes
Aerie shot its lookbook at The Goodtime Hotel, so it was fitting for the activation to take place there, Glick said.
Aerie shot its lookbook at The Goodtime Hotel, so it was fitting for the activation to take place there, Glick said.
Photo: Courtesy of Coffee 'n Clothes
Attendees were able to play a custom-built mini golf course with fun branded obstacles.
Attendees were able to play a custom-built mini golf course with fun branded obstacles.
Photo: Courtesy of Coffee 'n Clothes
A customizable tote, sunglasses, a beach towel and Supergoop sunscreen were handed out to attendees.
A customizable tote, sunglasses, a beach towel and Supergoop sunscreen were handed out to attendees.
Photo: Courtesy of Coffee 'n Clothes
Country singer Kelsea Ballerini debuted her song “Keepin’ It Real,” which she wrote exclusively for the event and to launch the brand’s TikTok challenge.
Country singer Kelsea Ballerini debuted her song “Keepin’ It Real,” which she wrote exclusively for the event and to launch the brand’s TikTok challenge.
Photo: Courtesy of Coffee 'n Clothes
The event was open to the general public as well as hotel guests. All ticket proceeds from the event supported Miami-based nonprofit organization Style Saves, which provides students with school uniforms, supplies, clothes and more.
The event was open to the general public as well as hotel guests. All ticket proceeds from the event supported Miami-based nonprofit organization Style Saves, which provides students with school uniforms, supplies, clothes and more.
Photo: Courtesy of Coffee 'n Clothes
As for pool party planning tips, Glick said: 'Bring sunscreen! And in Miami, prepare for rain.'
As for pool party planning tips, Glick said: "Bring sunscreen! And in Miami, prepare for rain."
Photo: Courtesy of Coffee 'n Clothes
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