While restaurant and diner takeovers continue to be a common trope within experiential marketing, some brands have “bean” busy commandeering local coffee shops and cafes to promote their products, shows, and even shoes.
Here are some recent examples from brands offering customers cups of joe, pastries, and a custom serving of swag...
Latte Larry’s
In early February, to celebrate the premiere of the 12th and final season of the beloved series Curb Your Enthusiasm, starring Larry David, Max hosted two pop-up activations in Culver City and Venice. Marketing firm The Syndicate was enlisted to convert two Menotti’s Coffee Stop locations into real-life versions of Latte Larry’s.
Photo: Courtesy of The Syndicate
The idea was inspired by the show. In season 10, Larry opens a competing cafe next door to Mocha Joe’s in response to a long-running argument. The cafe featured hot cups of spite, extra-dry scones, no wobbly tables, coat stands, and no restrooms.
Photo: Courtesy of The Syndicate
At the pop-ups, like in the show, fans could get a free hot cup of spite—better known as black coffee—and a dry scone.
Photo: Courtesy of The Syndicate
On the show, Larry called out a woman for attempting what he called a "classic chat and cut" in the buffet line. Of course, this cafe discouraged that behavior.
Photo: Courtesy of The Syndicate
A quote from the show greeted customers at the entrance.
Photo: Courtesy of The Syndicate
Customers received branded cups and boxes.
Photo: Courtesy of The Syndicate
This was one of Larry's coffee orders on the show.
Photo: Courtesy of The Syndicate
Like a typical coffee shop, a bulletin board was plastered with flyers including references from the show.
Photo: Courtesy of The Syndicate
The pop-ups also carried limited-edition Malbon x Curb Your Enthusiasm T-shirts and mugs, plus a special-blend signature roast of “Latte Larry’s Beans.”
Photo: Courtesy of The Syndicate
Timberland’s Je T'imbs Campaign
In January, Timberland dominated men’s fashion week in Paris. In addition to appearing on the runway of four shows, the brand popped up throughout the city with billboards, posters, retail windows, nighttime projections, an after-party, and a cafe takeover, with a clever subversion of the iconic French phrase je t’aime—Je T'imbs.
Photo: Courtesy of Timberland
For two days, Timberland took over Parisian coffee haunt Recto Verso. The brand transformed the intimate space, adding subtle touches of Americana to the Parisian aesthetic.
Photo: Courtesy of Timberland
Guests enjoyed coffee in co-branded cups and complimentary biscoitos.
Photo: Courtesy of Timberland
The brand celebrated the 50th anniversary of its iconic yellow boot last year.
Photo: Courtesy of Timberland
Valentino Cafe at Sartiano's
In February, to celebrate the opening of the Valentino boutique in New York's SoHo, the fashion brand hosted a pop-up cafe, in collaboration with Bond Hospitality and its newly established restaurant Sartiano’s.
Photo: Tommaso Sacconi
The one-week takeover of the restaurant’s upstairs cafe featured Valentino-inspired items on the brunch and lunch menus such as a pink jasmine tea latte, mini Valentino cannoli, and heirloom beets.
Photo: Tommaso Sacconi
A specialty cocktail from Bond Hospitality’s beverage director, Adam Baca, drew inspiration from both brands.
Photo: Tommaso Sacconi
Alongside the awning and other exterior elements, the windows were custom tinted and featured a quote from Valentino’s creative director, Pierpaolo Piccioli: “Love is the answer, always.”
Photo: Tommaso Sacconi
