D'Attoma said that the team decided to host the event in Gansevoort Plaza because it offered 13,500 square feet of pedestrian-friendly space that’s “easily accessible to those looking for it, and just as easily discoverable for those stumbling upon it. It's an ideal space for large-scale and multipart consumer activations, making it perfect for both brand awareness and foot traffic.”Photo: Michael Simon
Over 800 visitors stopped by the marketplace to donate a used bra before getting fitted in a new style by an on-site bra specialist. Marketgoers were also able to browse a lineup of booths featuring local companies including Brooklyn Blooms, Inked by Dani, Kobrick Coffee Co., Mikey Likes It Ice Cream, Palace One Eleven, Popup Bagels, Schmackary's, Sunday Forever, Sun Bum, and Tom’s Perfect 10.
“Aerie continues to emphasize community among its core values, and asked us to conceptualize an IRL experience that would bring people together, make them feel good inside and out, and support their mission to always ‘be REAL,’” explained Jamie D'Attoma, executive vice president and partner at creative marketing and communications agency SHADOW, about the marketplace concept. SHADOW handled the event production including design and project management, media relations strategy, influencer marketing, and outreach.
“When we thought about what it is that unites and excites the people of NYC and gives them a sense of joy and home, we realized it’s the ‘hidden gems’ that light up our neighborhoods and make us feel connected,” he added.
Stacey McCormick, chief marketing officer for Aerie, OFFL/NE, and Unsubscribed brands, shared a similar sentiment, saying, “Aerie is the ultimate hidden gem itself, and we were inspired by the other hidden gems of New York City and leaned into the realness of the city to feature fun, iconic spots we love, alongside our own cozy, comfy products.”
And why NYC? She explained that it’s the brand’s third-biggest market and “one with exceptionally strong foot traffic, so localization through a city-focused activation is a big part of our overall in-store success and building community.”
D'Attoma described the activation’s design as “carnival minimalism” with elements like whimsical carnival carts in Aerie’s two-tone color scheme. “We wanted the event to feel both Aerie and airy—to feel spacious, breathable, and welcoming of new people into the brand’s community.”
As for the curated group of vendors, he said that “each brand chosen has similar values as Aerie and all are becoming fast favorites, and we wanted to give them a national forum.”
On site, there was also a bra donation bin presented in conjunction with charity partner Free the Girls, a nonprofit that helps sex trafficking survivors reintegrate into communities; a prize wheel that offered visitors a chance to score swag; and a DJ booth featuring a custom Aerie “Read All About It” newspaper.
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