Nature’s Way Press Event

Publicis XP

A multi-day pop-up press event at Chelsea Factory in New York City.

About The Project

Nature’s Way, well-known brand in the dietary supplement and vitamin industry, launched a new line of vitamin products. They invited the public to a multi-day pop-up press event at Chelsea Factory in New York City, and also hosted a private press event.

Objective

To create a captivating "nature" experience for the guests, Nature’s Way collaborated with experiential agency Publicis XP, and Pinpoint handled all the production for this custom-branded venue.

Award

2023 Davey Awards Silver – Branded Entertainment

The Build

Pinpoint incorporated live plants into the buildouts and displays, which underscored the brand. Venue signage and windows were adorned with greenery and prints of rainforests. The highlight of the event was a massive wall of live greenery, serving as a perfect backdrop for photos, especially with the LED neon-style sign displaying the slogan and Nature’s Way logo.

Additionally, Pinpoint designed and produced Nature’s Way branded promotional products, such as embroidered polo shirts for the staff and tote bags for the guests.

Results

Creative + production: 4 weeks
Load-in + installation: less than 12 hours on site
Unique photo op wall included over 500 live plants
Over 2.6 million brand impressions using the photo op wall
90-second custom sizzle reel video

Deliverables

Custom translucent window wraps, machine cut to each individual pane; illuminated by interior lighting at night; installation & removal
2’W x 6’H triangular, free-standing venue-entrance signs; dimensional lettering; greenery accents
12’W x 9.5’H x 2’D Custom fabricated “Nature Finds a Way” live greenery photo opportunity wall; live plants; neon-style sign lettering
8’w x 7.5’H x 1’D “Nature Finds a Way” water-resistant, wooden lettering display; router-cut letters filled with live plants
Die-cut Nature’s Way adhesive vinyl stickers
2’W x 6’H x 6”D Freestanding welcome displays in lobby
Branded promotional products: embroidered staff shirts; guest tote bags
Production of event recap video for Publicis XP and Nature’s Way