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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

See Inside This Bachata-Inspired Pop-Up From HBO Max

The streaming platform celebrated Dominican culture and the musical genre with this weeklong experience.

Michele Laufik
August 23, 2021

HBO Max Pa’lante! hosted an interactive pop-up called “House of Bachata” in the Washington Heights neighborhood of New York City from July 30 to Aug. 6.HBO Max Pa’lante! hosted an interactive pop-up called “House of Bachata” in the Washington Heights neighborhood of New York City from July 30 to Aug. 6.Photo: Courtesy of HBO Max Pa’lante!NEW YORK—To promote its recent documentary and concert, Romeo Santos: King Of Bachata and Romeo Santos: Utopia Live From Metlife Stadium, HBO Max Pa’lante!, the brand’s initiative to raise awareness for culturally relevant programming for Latinx audiences, hosted an interactive pop-up called “House of Bachata.”

Inspired by the doc, which traces the ascent of the musical genre from the Dominican Republic to present day, the weeklong experience, which was located in the Washington Heights neighborhood of New York City from July 30 to Aug. 6, celebrated the history of bachata as well as Dominican culture with festive nods such as a bodega, a barber shop and salon, and a daily happy hour provided by Presidente. Plus, Santos welcomed guests in hologram form via PORTL, the interactive holoportation technology.

“There are many voices and faces in bachata’s 60-plus-year history that have not received the recognition they deserve, so we wanted to be very intentional about having the House of Bachata be a place where attendees could immerse themselves in that history and culture,” said Jessica Vargas, director of multicultural marketing for HBO Max and HBO.

She added that the pop-up’s location—Washington Heights—was chosen for its connection to the genre. “Washington Heights is the home of the Dominican diaspora and bachata is rooted in its culture—you can hear the sounds of bachata blaring from bodegas, salons, barber shops and restaurants from all around the area. There were no better places to host the House of Bachata than in ‘The Heights,'” Vargas said.

In partnership with the CUNY Dominican Studies Institute, the pop-up, which was open to the public, also showcased the history of the genre and highlighted icons, such as Santos, and their contributions. Other programming and special events included a dance class, screenings, a children’s instrument class and more.

As part of the pop-up’s COVID-19 protocols, which included temperature checks and disposable masks, HBO Max also required attendees to register for specific time slots in an effort to avoid overcrowding. More than 1,000 guests visited the space over the course of the week. 

Creative for the activation was directed and produced by MTW Agency.

See more from inside the "House of Bachata" below.

HBO Max Pa’lante! hosted an interactive pop-up called “House of Bachata” in the Washington Heights neighborhood of New York City from July 30 to Aug. 6.
HBO Max Pa’lante! hosted an interactive pop-up called “House of Bachata” in the Washington Heights neighborhood of New York City from July 30 to Aug. 6.
Photo: Courtesy of HBO Max Pa’lante!
Singer Romeo Santos welcomed guests in hologram form via PORTL, the interactive holoportation technology. 'We are always looking for opportunities to be innovative and bridge the gap between fans and their beloved icons. When we knew we wanted to create a seven-day immersive experience, we knew it would be difficult to have Romeo present to welcome fans into the space,' explained Jessica Vargas, director of multicultural marketing for HBO Max and HBO, about the decision to use the hologram.
Singer Romeo Santos welcomed guests in hologram form via PORTL, the interactive holoportation technology. "We are always looking for opportunities to be innovative and bridge the gap between fans and their beloved icons. When we knew we wanted to create a seven-day immersive experience, we knew it would be difficult to have Romeo present to welcome fans into the space," explained Jessica Vargas, director of multicultural marketing for HBO Max and HBO, about the decision to use the hologram.
Photo: Courtesy of HBO Max Pa’lante!
HBO Max hosted screenings of Romeo Santos: King of Bachata at the pop-up space.
HBO Max hosted screenings of Romeo Santos: King of Bachata at the pop-up space.
Photo: Courtesy of HBO Max Pa’lante!
Guests could imbibe during a daily happy hour, provided by Presidente.
Guests could imbibe during a daily happy hour, provided by Presidente.
Photo: Courtesy of HBO Max Pa’lante!
Hairstyling and barber services from Wolfman Barbershop were offered at the pop-up.
Hairstyling and barber services from Wolfman Barbershop were offered at the pop-up.
Photo: Courtesy of HBO Max Pa’lante!
Dominican restaurant Mamajuana provided the catering for the opening night party. The menu included Dominican-inspired bites such as Montaditos de Tuna Tartar (pictured), Chicharroncitos, Monfonguitos de Camaron o Pollo and Tostones Tierra.
Dominican restaurant Mamajuana provided the catering for the opening night party. The menu included Dominican-inspired bites such as Montaditos de Tuna Tartar (pictured), Chicharroncitos, Monfonguitos de Camaron o Pollo and Tostones Tierra.
Photo: Courtesy of HBO Max Pa’lante!
The pop-up included tributes to Dominican culture including a bodega.
The pop-up included tributes to Dominican culture including a bodega.
Photo: Courtesy of HBO Max Pa’lante!
Guests were able to learn the basics of bachata dance during a class.
Guests were able to learn the basics of bachata dance during a class.
Photo: Courtesy of HBO Max Pa’lante!
Bachata artists taught kids about this form of bolero-based Dominican blues.
Bachata artists taught kids about this form of bolero-based Dominican blues.
Photo: Courtesy of HBO Max Pa’lante!
In partnership with the CUNY Dominican Studies Institute, the pop-up, which was open to the public, also showcased the history of the genre and highlighted icons, such as Santos, and their contributions.
In partnership with the CUNY Dominican Studies Institute, the pop-up, which was open to the public, also showcased the history of the genre and highlighted icons, such as Santos, and their contributions.
Photo: Courtesy of HBO Max Pa’lante!
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