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How Evian Captured Hypebeast Culture at its First Pop-Up

The water brand launched a limited-edition bottle designed by Virgil Abloh with a magic water fountain, motion-sensor projections, and more.

Located at industrial pop-up 393 NYC on Broadway in Tribeca, Evian hosted a pop-up that lasted four hours to celebrate the U.S. arrival of its limited-edition 'One Drop Can Make a Rainbow' glass bottle designed by Virgil Abloh. Guests received a white ticket upon arrival, which they then held in the stream of a water fountain to reveal if they had won one of 10 signed bottles.
Located at industrial pop-up 393 NYC on Broadway in Tribeca, Evian hosted a pop-up that lasted four hours to celebrate the U.S. arrival of its limited-edition "One Drop Can Make a Rainbow" glass bottle designed by Virgil Abloh. Guests received a white ticket upon arrival, which they then held in the stream of a water fountain to reveal if they had won one of 10 signed bottles.
Photo: Jamie McCarthy/Getty Images for Evian

NEW YORK—To launch its Virgil Abloh-designed collaborative bottle in the U.S., Evian hosted a four-hour Drip Droppop-up on May 9 at industrial space 393 NYC in Tribeca designed with the street-savvy hypebeastyouth in mind. Held on a Thursdaytypically the day for special sneaker and clothing dropsand 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).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 Virgils 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 fountainto reveal any prize won.

For us its 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 itselfboasting gradient-hued dots across the surfaceand 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


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