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

See Inside PopSugar’s Whimsical Sugar Chalet

The lifestyle brand teamed up with David Stark to create a winter wonderland.

Michele Laufik
December 11, 2019

The après-ski setting, which overlooked the ice skating rink at Bryant Park, was designed by David Stark.The après-ski setting, which overlooked the ice skating rink at Bryant Park, was designed by David Stark.Photo: Astrid Stawiarz/Getty Images for PopSugarNEW YORK—No lift ticket was needed to get a taste of the après-ski life at PopSugar’s inaugural “Sugar Chalet,” which took place on November 23 at the Overlook at Winter Village at Bryant Park in New York.

During the one-day experience, which was open to the public, visitors could take part in meditation sessions, yoga classes, culinary workshops, a holiday shopping bazaar, and plenty of social media-friendly photo ops, with activations from brands such as Athleta, E.l.f. Cosmetics, Nature’s Way, MNDFL, Seventh Sense, and 6pm.com.

“Experiences and travel are highly valued by millennials and Gen Z, so we set out to create an opportunity to transport guests to another world, in this case, it was to a snow-capped mountainside chalet,” explained Lindsay Leaf, vice president of experiential marketing at PopSugar. “Within this fantastical world, we built in key beauty, fitness, wellness, gifting, and shopping moments. But the idea was born out of wanting to give people that feeling of joy, relaxation, and memory-making you get while on vacation—minus the costs.”

The wintry setting, which overlooked the ice skating rink at Bryant Park, was designed by David Stark. “Designing immersive worlds is what drives us creatively,” the event designer said, “and the Sugar Chalet was like falling down the rabbit hole of an après ski fantasy land replete with hundreds of Bryant Park ice skaters who became the perfect seasonal backdrop.”

Decked out in colorful plaids, cozy decor, and lodge-inspired features such as a giant hearth with rainbow-hued “logs,” the chalet also included an interactive gifting wall filled with swag that was hidden behind tiny doorways.

“We loved bringing PopSugar’s bold, playful style to life for this daylong experience, but infusing the chalet with positive, purposeful meaning was our end goal and very much part of the collaborative process,” Stark said.

Over the course of the one-day event, about 1,500 visitors passed through the Sugar Chalet, with even stronger interest from sponsors, Leaf explained, saying that they “literally ran out of space. I suppose that's a great problem to have though and another reason to set our expectations on expansion for 2020.” She added that, thanks to the success of the event, “brands have already begun speaking to us on how they can expand their footprint next year.”

Scroll to see inside PopSugar's Sugar Chalet.

VENDORS
Brand Models: Eye5 Mktg & Talent
Event Production: David Stark Design and Production
Gift Bags: TwelveNYC
Sweatshirts: Sub_Urban Riot
Venue: The Overlook at Winter Village at Bryant Park

Bright colors offered a playful twist on traditional ski lodge tropes.
Bright colors offered a playful twist on traditional ski lodge tropes.
Photo: Astrid Stawiarz/Getty Images for PopSugar
The après-ski setting, which overlooked the ice skating rink at Bryant Park, was designed by David Stark.
The après-ski setting, which overlooked the ice skating rink at Bryant Park, was designed by David Stark.
Photo: Astrid Stawiarz/Getty Images for PopSugar
An interactive gifting wall was filled with swag located behind compartments.
An interactive gifting wall was filled with swag located behind compartments.
Photo: Astrid Stawiarz/Getty Images for PopSugar
Branded sweatshirts by Sub_Urban Riot were for sale.
Branded sweatshirts by Sub_Urban Riot were for sale.
Photo: Astrid Stawiarz/Getty Images for PopSugar
Apparel brand Athleta hosted morning yoga sessions including a special “Mom & Me” class and a traditional vinyasa flow class at the chalet. Attendees received a complimentary Manduka yoga mat and could shop the brand’s holiday collection on site.
Apparel brand Athleta hosted morning yoga sessions including a special “Mom & Me” class and a traditional vinyasa flow class at the chalet. Attendees received a complimentary Manduka yoga mat and could shop the brand’s holiday collection on site.
Photo: Astrid Stawiarz/Getty Images for PopSugar
Wellness brand Nature’s Way served up warm, fizzy Sambucus Elderberry drinks and supplements.
Wellness brand Nature’s Way served up warm, fizzy Sambucus Elderberry drinks and supplements.
Photo: Astrid Stawiarz/Getty Images for PopSugar
Studio MNDFL led meditation sessions, while Maria Koutsogiannis of Food by Maria hosted a winter wellness workshop and custom spice blending experience for guests in the space.
Studio MNDFL led meditation sessions, while Maria Koutsogiannis of Food by Maria hosted a winter wellness workshop and custom spice blending experience for guests in the space.
Photo: Astrid Stawiarz/Getty Images for PopSugar
Visitors could grab goodies from E.l.f. Cosmetics from a candy-theme dispenser.
Visitors could grab goodies from E.l.f. Cosmetics from a candy-theme dispenser.
Photo: Astrid Stawiarz/Getty Images for PopSugar
Mini-makeovers were provided by the cosmetics brand.
Mini-makeovers were provided by the cosmetics brand.
Photo: Astrid Stawiarz/Getty Images for PopSugar
The space created by online retailer 6PM.com included a hammock with fuzzy blankets and furry pillows inspired by a pair of Koolaburra by UGG slippers.
The space created by online retailer 6PM.com included a hammock with fuzzy blankets and furry pillows inspired by a pair of Koolaburra by UGG slippers.
Photo: Astrid Stawiarz/Getty Images for PopSugar
Payments company Klarna provided an Insta-worthy space for guests.
Payments company Klarna provided an Insta-worthy space for guests.
Photo: Astrid Stawiarz/Getty Images for PopSugar
Visitors received personalized cards of gratitude from calligraphist Love, Jenna.
Visitors received personalized cards of gratitude from calligraphist Love, Jenna.
Photo: Astrid Stawiarz/Getty Images for PopSugar
Hemp-derived CBD brand Seventh Sense offered hand massages and palm readings.
Hemp-derived CBD brand Seventh Sense offered hand massages and palm readings.
Photo: Astrid Stawiarz/Getty Images for PopSugar
Large evergreen trees were hung upside down from the ceiling like chandeliers for an updated look to the classic winter theme.
Large evergreen trees were hung upside down from the ceiling like chandeliers for an updated look to the classic winter theme.
Photo: Astrid Stawiarz/Getty Images for PopSugar
The pop-up overlooked the ice skating rink at Bryant Park.
The pop-up overlooked the ice skating rink at Bryant Park.
Photo: Astrid Stawiarz/Getty Images for PopSugar
Latest in Experiential Marketing, Activations & Sponsorships
During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.
Experiential Marketing, Activations & Sponsorships
See Inside This High-Tech, Multisensory Experience from Don Julio
The 'Mainstays Mujeres' event, which drew 32 Latina content creators, transformed a private residence in Venice, Calif. on May 30.
Experiential Marketing, Activations & Sponsorships
This Event Turned Home Decor Into a Celebration of Latinas' Life Moments
It included an iconic cassette tape photo backdrop.
Experiential Marketing, Activations & Sponsorships
Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival
Them x Destination DC's WorldPride DC Kick Off Event
Experiential Marketing, Activations & Sponsorships
Summer Lovin': See How These Brands Celebrated Romance
Related Stories
Edgewood Tahoe Resort Champagne Chalet Experience, Veuve Cliquot
Experiential Marketing, Activations & Sponsorships
Champagne Problems: See Inside Veuve Clicquot's Winter Chalet
Pizza Hut x Legion M Lounge
Experiential Marketing, Activations & Sponsorships
Sundance 2020: See How Sponsors Welcomed Attendees to This Year’s Film Festival
Chocolate ganache tart with shards of coffee meringue and salted caramel crème fraîche, garnished with strawberries, blueberries, and blackberries, by Abigail Kirsch in New York
Event Tech & Virtual
Sweet Tidings: 7 Holiday Desserts for Events
Holiday Graphic2
Event Design & Decor
Seasonal Spaces: Corporate Holiday Party Ideas Inspired by Venues
More in Experiential Marketing, Activations & Sponsorships
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.
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
Most Popular
Experiential Marketing, Activations & Sponsorships
See Inside This High-Tech, Multisensory Experience from Don Julio
Experiential Marketing, Activations & Sponsorships
This Event Turned Home Decor Into a Celebration of Latinas' Life Moments
Event Design & Decor
How BET’s Stylish Anniversary Dinner Honored the Past—and Embraced the Future
Meetings
C2 Montreal 2025: How the Business Conference Puts Creativity in 'Motion'
Trends
What's New in Meetings and Trade Shows: MPI WEC Heads to St. Louis, New Trends Report Shows Corporate Events on the Rise, and More
Industry Insiders
Inside the Build: How Bellagio Fountain Club Delivers F1® Weekend’s Most Luxurious Hospitality Experience
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
Experiential Marketing, Activations & Sponsorships
See How Keebler (And Its Elves) Created Some Experiential Marketing Magic
The brand brought its Hollow Tree to life with creative pop-up experiences in three major cities.
Keebler brought its iconic Hollow Tree to life through pop-up experiences in New York, Chicago, and Cincinnati.
Experiential Marketing, Activations & Sponsorships
Netflix Rebuilds a Bookstore for 'YOU' Fan Experience—See Inside Joe Goldberg's Twisted Reality
The streaming service tapped longtime agency partner Invisible North to transform a blank-canvas venue in New York into Mooney’s Bookstore—creepy cage and all.
The YOU event took place April 22 and 23 in a completely transformed, 5,000-square-foot space located at 489 Broome St., just ahead of the release of season five, the final season of the beloved show.
Experiential Marketing, Activations & Sponsorships
Get a Peek Inside These Star-Studded Beauty Events
Haircare, skincare, and makeup brands, including celeb-founded lines from Beyoncé, Paris Hilton, Selena Gomez, and Serena Williams, connected with consumers through creative activations and recent events.
Chillhouse’s Forever Wear Launch
Experiential Marketing, Activations & Sponsorships
Inside Motorola’s Bold, Multisensory Razr Launch Event
The visually striking debut for the brand's latest Razr flip smartphone featured immersive design, stylish photo ops, and surprise sensory elements.
The launch event for Motorola's new Razr flip phone took place on April 24.
Sponsored
Why Audiences Tune Out & What Experiential Events Do Better
Your audience isn’t bored, they’re underserved.
When the audience drives the interaction, the message sticks. This Shell Recharge activation turned learning into a hands-on moment, because engagement beats explanation.
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.