NEW YORK—To launch its Virgil Abloh-designed collaborative bottle in the U.S., Evian hosted a four-hour “Drip Drop” pop-up on May 9 at industrial space 393 NYC in Tribeca designed with the street-savvy “hypebeast” youth in mind. Held on a Thursday—typically the day for special sneaker and clothing drops—and following a reception for V.I.P.s and media, the converted venue welcomed guests who had waited in line since the early morning to receive their own complimentary bottle.
Produced by Small Girls PR, the event rewarded all those who attended, on a first-come, first-serve basis, their own special Evian bottle (while supplies lasted).Photo: Jamie McCarthy/Getty Images for Evian
“Evian is a brand traditionally available only in restaurants and hotels but Virgil’s designs are very close to the youth so we decided to create this pop-up for a few hours in that style,” said Lucille Moreau, head of cultural, influencer, and digital marketing at Evian.
The activation marked the first time Evian had ventured into the world of pop-ups, a retail phenomenon that has penetrated seemingly all forms of culture and commerce. As they entered, guests were given water-activated tickets for the chance to win a reusable Abloh-designed SOMA water bottle or a glass Evian bottle signed by Abloh himself. From there, the tickets were run through a specially-designed “modern water fountain” to reveal any prize won.
“For us it’s a way to bring the bottle into the hands of a younger generation and make the bottle accessible and be in the heart of the city,” Moreau added.
As for the rest of the venue, awash in simple white tones, it was modeled after the bottle itself—boasting gradient-hued dots across the surface—and the notion that “One Drop Can Make a Rainbow.” Guests could interact with colorful motion sensor projections and bubbling water fountains while enjoying tunes spun by DJs Hannah Bronfman and Jerome Baker III. After just three hours, all 1,100 of the 750ml bottles had been handed out to attendees (others are still available for purchase at select restaurants and hotels).
All attendees received Evian bottles as parting gifts.
VENDORS
DJ: Hannah Bronfman, Jerome Baker III
Production, P.R.: Small Girls PR
Venue: 393 NYC
