The design of the experience was inspired by nostalgic, throwback car wash elements such as shimmery plastic strip curtains, spinning buffers, and retro signage.Photo: Courtesy of Superfly
After kicking off during Pride month in Washington, D.C. on June 12, Yahoo has plans to pop up at other Pride festivals in secondary markets. The brand is hosting its sparkly event in Austin on Aug. 20 and in San Jose, Calif. on Aug. 28. The cities were selected because of their intersection of current or prospective Yahoo employees and Yahoo consumers, a spokesperson at the company told BizBash. The activation also took place in Omaha, Neb. on July 16.
The brand partnered with Superfly to create the celebratory the ongoing experience, called “Glow & Go!”—a glitter “car wash” where attendees can score a sparkling look. Upon entering, guests receive a coat of body glitter from brand ambassadors, choosing from a selection of predetermined designs. From there, they can pose for a photo against a large purple sequin wall after locking in their look at a fan station.
The overall design of the experience was inspired by nostalgic car wash elements such as plastic strip curtains, spinning buffers, and retro signage. “The throwback, childhood car wash aesthetic is a nod to a simple pleasure of the past,” explained Matt Dilman, creative director at Superfly, about the inspiration for the design.
“The concept for this activation centered around being mesmerized by the various classic car wash elements—bright colors, shimmery plastic strip curtains, spinning buffers, shiny finishes, loud music, and retro signage," Dilman said. "With our primary focus on accentuating the glow that each individual already brings to these events, we felt the simple yet fun concept would be complementary to the overall vibe of Pride, while still allowing our activation to stand out in the crowd.”
As with any mobile activation, the Superfly team had to adjust depending on each festival's location. “Since each Pride festival has a different size footprint and subsequent layout depending on the host city, we have completed extensive research and analysis on consumer traffic patterns and where the ideal tent placement might be,” said Emmanuel Nitto, director of business leadership at Superfly. “We have even been making tent modifications to ensure the build-out works well with its location and is a seamless experience for all attendees. Overall, it’s been fun—it keeps us on our toes.”
See more from inside the “Glow & Go!” activation.
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