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

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.