BizBash
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
Topics
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • Industry Buzz
  • BizBash Lists
Resources
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
User Tools
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • About Us
  • Advertise
  • Get Featured
  • Press Releases
  • Newsletter Signup
  • Subscribe to Magazine
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Santa’s Workshop Inspired This Holiday Event

Old Navy and PopSugar invited consumers to build their own gift boxes at a festive holiday activation.

Beth Kormanik
December 18, 2017

On a snowy afternoon in Brooklyn, Old Navy and PopSugar invited consumers into their version of Santa’s workshop to build their own gift boxes. The idea was to take something stressful—holiday shopping—and turn it into a playful holiday event. Experiential event agency the Visionary Group executed the concept at a pop-up event December 9 at St. Ann’s Warehouse.

Using patterns and colors from Old Navy’s “HoliYay” holiday advertising campaign, the design began outside the venue with bright window decals. Inside, the centerpiece of the event was the “Jingle Belt,” a 15-foot custom-built conveyor belt meant to evoke Santa’s workshop. Guests took a gift box down the line as event staff helped them fill it with items from Old Navy as well as home and beauty items curated by PopSugar editors. The box was a take on PopSugar’s Must-Have Box, a monthly subscription service offered by the brand.

Other activities included a GIF photo booth, a station to decorate pop-up greeting cards, and fabricated installations designed as photo ops: a group of oversize packages and a custom neon sign. There was also lounge seating where guests could watch ads from Old Navy’s holiday campaign. Following a V.I.P. preview that included a celebrity appearance from actress Katie Holmes, the event was open to the public from noon to 4 p.m.

The pop-up, covering 3,000 square feet, was the biggest holiday activation for both brands this season and the first time Old Navy created a public-facing physical pop-up experience outside its stores, according to Old Navy’s Dava Huber.

It’s also the first time the brands have worked together on an experiential event. Anna Plaks, senior vice president of brand innovation and development at PopSugar, noted the synergies between the brands in that they both offer an “attainable” lifestyle and products.

With the design building in moments for guests to take “great grams” for Instagram and video content for Facebook and other areas, both brands planned to extend the event across platforms. “It’s not just about people coming in,” Plaks said. “It’s about the content you create.”

To that end, Old Navy made its debut on Facebook Live with a segment from the event hosted by PopSugar’s executive style director Dana Avidan Cohn. She also filmed a segment with the television program Extra that ran on December 11. In addition, the brands invited six digital influencers to share the experience on their social platforms and make holiday gift recommendations.

“We consider our events as content creation stages,” Huber said. “We not only want to provide a memorable brand connection with those in attendance, but we also want to bring our customers who can’t be there along for the journey and make them part of the experience.”

The event also had a charitable component. For every gift box made during the V.I.P. preview hour, one box was to be donated to Boys & Girls Clubs of America for kids to give to their mothers or other loved ones. Additionally, the Facebook Live stream had a “Donate Now” button.

Old Navy and PopSugar's holiday pop-up covered 3,000 square feet with a gifting station, multiple photo ops, a lounge, and an area to decorate holiday cards.
Old Navy and PopSugar's holiday pop-up covered 3,000 square feet with a gifting station, multiple photo ops, a lounge, and an area to decorate holiday cards.
Photo: Anton Martynov/STSphotovideo
The pop-up took place at St. Ann's Warehouse in Brooklyn's Dumbo neighborhood. Brightly colored window decals helped the venue stand out on a the snowy day.
The pop-up took place at St. Ann's Warehouse in Brooklyn's Dumbo neighborhood. Brightly colored window decals helped the venue stand out on a the snowy day.
Photo: Anton Martynov/STSphotovideo
The centerpiece of the activation was a conveyor-belt gifting station in which guests picked out gifts from Old Navy and from a collection curated by PopSugar editors.
The centerpiece of the activation was a conveyor-belt gifting station in which guests picked out gifts from Old Navy and from a collection curated by PopSugar editors.
Photo: Anton Martynov/STSphotovideo
Guests could choose items for women, men, and kids. The boxes were a take on PopSugar’s Must-Have Box—a monthly subscription service—in a special edition with Old Navy.
Guests could choose items for women, men, and kids. The boxes were a take on PopSugar’s Must-Have Box—a monthly subscription service—in a special edition with Old Navy.
Photo: Anton Martynov/STSphotovideo
The event had a charitable component: For every gift box made during the V.I.P. preview hour, one box was to be donated to Boys & Girls Clubs of America for kids to give to their mothers or other loved ones. One member of a Manhattan branch was on hand with her mother and received boxes to take home.
The event had a charitable component: For every gift box made during the V.I.P. preview hour, one box was to be donated to Boys & Girls Clubs of America for kids to give to their mothers or other loved ones. One member of a Manhattan branch was on hand with her mother and received boxes to take home.
Photo: Anton Martynov/STSphotovideo
To go along with their gift boxes, guests could customize pop-up cards with glitter, stickers, and their own handwritten messages.
To go along with their gift boxes, guests could customize pop-up cards with glitter, stickers, and their own handwritten messages.
Photo: Anton Martynov/STSphotovideo
Decor included brightly colored paper Christmas trees.
Decor included brightly colored paper Christmas trees.
Photo: Anton Martynov/STSphotovideo
Many of the stations at the event were set up as social media-friendly photo ops—and guests took full advantage.
Many of the stations at the event were set up as social media-friendly photo ops—and guests took full advantage.
Photo: Anton Martynov/STSphotovideo
Custom neon art reading 'Jingle all the Yay' recalled the #Holiyay hashtag and was a popular spot for photos.
Custom neon art reading "Jingle all the Yay" recalled the #Holiyay hashtag and was a popular spot for photos.
Photo: Anton Martynov/STSphotovideo
A GIF photo booth had a backdrop of the event's color palette in bright strips.
A GIF photo booth had a backdrop of the event's color palette in bright strips.
Photo: Anton Martynov/STSphotovideo
Catering from Food in Motion included breakfast foods like mini Belgian waffles with fresh fruit, avocado toast, and pomegranate smoothies.
Catering from Food in Motion included breakfast foods like mini Belgian waffles with fresh fruit, avocado toast, and pomegranate smoothies.
Photo: Anton Martynov/STSphotovideo
Latest in Experiential Marketing, Activations & Sponsorships
Disney+ hosted a Throwback Experience for fans June 12-15 in Los Angeles.
Experiential Marketing, Activations & Sponsorships
Disney+ Leaned Into Y2K Vibes for a 'Throwback' Pop-Up Experience in LA
2025 Industry Innovators Article Image Brands
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
LinkedIn's Rooftop & Studio
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Visitors embark on a rescue mission with a team of fellow Minecrafters.
Experiential Marketing, Activations & Sponsorships
Block Party: See How Minecraft Was Transformed Into an IRL Video Game
Related Stories
The 'Throb' room provided attendees with a photo op in front of a giant heart that throbbed to the beat of music, creating a rhythmic monitor effect on the surrounding walls.
Experiential Marketing, Activations & Sponsorships
See 'Essence' and Toyota's Instagram-Friendly Pop-Up
The centerpiece of Taste of Home’s Gingerbread Boulevard in Madison Square Park is an interactive 12- by 16-foot gingerbread-style house.
Experiential Marketing, Activations & Sponsorships
Find Out What’s Inside This Life-Size Gingerbread House
For the opening keynote session on Saturday, 17-year-old actress and activist Yara Shahidi interviewed Hillary Clinton. Clinton repeatedly emphasized the importance of getting young people to vote in the 2018 midterm elections. “We are facing a concerted effort to turn back progress. … This is not some abstract civic engagement. This is a burning house,” she said. “The fire’s not that big yet and there still is a lot of time to put it out. It will only be put out by people standing up, claiming their rights and their values again—and getting out to vote.”
Experiential Marketing, Activations & Sponsorships
13 Generation Z-Friendly Ideas From the 'Teen Vogue' Summit
“Another event idea that I really loved came from the inaugural Teen Vogue Summit. In an effort to make the content available to a wide range of people, the brand hosted a series of meet-ups in various cities, leading up to the summit in Los Angeles this past weekend. Upon entering the meet-ups, attendees were encouraged to 'grab a card, start a conversation' as an icebreaker. Questions included 'What would you do if you were not afraid?' and 'How do you practice self-acceptance in your life?' It was just a simple reminder of the power—and importance—of face-to-face events, and really helped set the tone for the events’ introspective and activism-focused vibe.” —Claire Hoffman, west coast bureau chief
Experiential Marketing, Activations & Sponsorships
From the Editors: What's the Most Memorable Event Idea You Saw in 2017?
More in Experiential Marketing, Activations & Sponsorships
Experiential Marketing, Activations & Sponsorships
Disney+ Leaned Into Y2K Vibes for a 'Throwback' Pop-Up Experience in LA
Millennials, this one's for you. The streamer welcomed thousands of guests during a four-day experience celebrating its beloved '90s and '00s IP.
Disney+ hosted a Throwback Experience for fans June 12-15 in Los Angeles.
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
These companies broke through the noise with creative activations, events, and experiences that engaged attendees, fans, and consumers.
2025 Industry Innovators Article Image Brands
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
LinkedIn, Spotify, Canva, Pinterest, Meta, and dozens of other top brands showed up in a big way at the world’s most creative week. Take a look inside their splashy activations.
LinkedIn's Rooftop & Studio
Experiential Marketing, Activations & Sponsorships
Block Party: See How Minecraft Was Transformed Into an IRL Video Game
The popular game has been turned into an interactive in-person experience that just opened in Canada.
Visitors embark on a rescue mission with a team of fellow Minecrafters.
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Here’s a look at some steal-worthy ideas we spotted in June 2025.
The pop-up brought the magazine to life through live hair demonstrations by local stylists, along with immersive moments designed to honor the legacy, creativity, and versatility of Black hair.
Experiential Marketing, Activations & Sponsorships
See Inside This High-Tech, Multisensory Experience from Don Julio
Part guided tasting, part interactive art experience, the latest activation from the spirits brand immersed guests into the culture of the popular tequila.
During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.
Most Popular
Brands & Event Pros
Industry Innovators 2025: Sephora
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Experiential Marketing, Activations & Sponsorships
Disney+ Leaned Into Y2K Vibes for a 'Throwback' Pop-Up Experience in LA
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
Sports
See Inside Sport Beach—The Game-Raising Activation That Had Everyone Talking at Cannes Lions
Experiential Marketing, Activations & Sponsorships
This Event Turned Home Decor Into a Celebration of Latinas' Life Moments
Walmart and Apartment Therapy teamed up to celebrate the Becky G & Alejandra home collection—while also spotlighting the often-overlooked personal milestones of Latina creators.
The 'Mainstays Mujeres' event, which drew 32 Latina content creators, transformed a private residence in Venice, Calif. on May 30.
Experiential Marketing, Activations & Sponsorships
Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival
The annual music festival featured sponsorship firsts and lots of colorful experiences from brands like Kiehl's, 7-Eleven, and Coca-Cola.
It included an iconic cassette tape photo backdrop.
Experiential Marketing, Activations & Sponsorships
Summer Lovin': See How These Brands Celebrated Romance
From prebiotic soda to laundry appliances, brands are cashing in on the feel-good vibes of coupledom.
Them x Destination DC's WorldPride DC Kick Off Event
Experiential Marketing, Activations & Sponsorships
Brands Are Backing Out of This Year's Pride Events—But Some Are Stepping Up
Facing political pressure, some companies are cutting back on public and financial support for LGBTQIA+ events, while others remain strong.
Washington, D.C., is hosting this year’s WorldPride celebration.
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From TOMS Shoes, Mattel, Barstool Sports, and More
Here’s a look at some steal-worthy ideas we spotted in May 2025.
Max's 'Mothers of Max' Art Installation
Brands & Event Pros
Industry Innovators 2025: 11 Experiential Experts Reinventing How We Experience Brands
Meet the boundary-pushers, rule-breakers, and big thinkers shaping the future of experiential marketing.
2025 Industry Innovators Article Image Experiential2 B
Page 1 of 135
Next Page
BizBash
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  1. Privacy Policy
  2. CCPA: Do Not Sell My Personal Info
  3. Contact Us
  4. Site Map
© 2025 Connect Biz, LLC. All rights reserved.