How Pinterest and Urban Outfitters Worked with Gen Z on This Back-to-School Activation

Tinashe, the singer behind the viral hit “Nasty,” curated the Match My Freak Fort, which she also performed in. The lyrics to “Nasty"—is somebody gonna match my freak?—decorated the walls of the glowing space. The area was meant to reflect three Pinterest trends: writing aesthetics, listening to music, and writing inspiration prompts.Photo: Elvin AbrilNEW YORK—On July 11, Urban Outfitters and Pinterest teamed up to host a back-to-school marketing event at Chelsea Factory in New York City. Dubbed Space Shift, the event centered on 10 themed spaces, called “multifunctional sanctuaries,” that provided dorm room decor inspiration. The event was open to the public on a first-come, first-served basis. To attend, guests RSVP’d through a sign-up form on the retailer’s website. 

Urban Outfitters’ in-house creative and strategy teams partnered with event production company IDEKO and PR agency DKC to bring the event to life and expand its reach. (Before the event opened to the public, the press got a preview on July 10.) 

According to Urban Outfitters’ senior director of brand marketing, Cyntia Leo, “Space Shift aimed to authentically connect with the next generation through 10 multifaceted experiences and environments, emphasizing trends that celebrate self-expression, mental health, and personal growth. We aspired to support our consumers' journey from home to home, helping them gear up and create spaces that truly feel like their own this back-to-school season.”

With themes ranging from Plushie Playground to Match My Freak Fort, several rooms were curated by Gen Z influencers. The spaces also reflected Pinterest decor trends, including bohemian maximalist decor and a dark green moody bedroom.

“Aligning with Gen Z's preferences for authenticity and individuality, and by leveraging Pinterest's capabilities, we bridged the gap between digital inspiration and tangible product experiences to truly drive a connection from URL to IRL with our consumer,” says Leo.

Within each buildout, products such as floor lamps, bedding, and desk supplies were shoppable via QR code. Guests could also create their own Pinterest mood boards on site. “This approach catered directly to current consumer needs and celebrated individuality in style choices, helping consumers express their unique identities amidst the overwhelming trends pushed by algorithms,” Leo says. 

At the event, visitors popped into the spaces to shop, snap selfies, and engage with influencers at curator-led activations that ranged from bouquet-making to garment design and a performance by Tinashe. “Those who missed the experience still have an opportunity to participate through the Urban Outfitters and Pinterest Back to Dorm contest, where select winners will receive $5,000 in UO product to bring their dream sanctuary space to life,” Leo notes. 

She adds that the most challenging aspect of the eight-hour event, which ran from noon to 8 p.m., was making sure that each room perfectly reflected its creator’s vision. “We brought their Pinterest boards to life with a full suite of UO Home products, making sure no detail was overlooked,” she says. “While it was challenging, it was incredibly rewarding to see these dream spaces come to life at an unexpected space like Chelsea Factory.”

Keep scrolling to see inside the back-to-school promotion...