Simply Lemonade:
The Simplest Spa
Momentum Worldwide
Blending custom fabrication, hospitality design, and environmental branding to create a refreshing escape in the heart of New York City.
Activation Background
Sometimes the most memorable brand experiences aren't the loudest, they're the ones that invite people to slow down.
To introduce The Simplest Spa, Simply Lemonade partnered with Momentum Worldwide and Pinpoint, to transform a two-story NYC storefront into a refreshing wellness-inspired destination where guests could escape the pace of the city. Over two days, visitors enjoyed complimentary Simply Lemonade, mini spa treatments, and thoughtfully designed spaces that encouraged them to pause, recharge, and embrace the brand's message of simplicity.
Our mission was to fabricate and produce the custom architectural elements, branded graphics, and environmental finishes that transformed an empty retail shell into a welcoming hospitality experience from the street-facing storefront to every room inside.
The Ask
Our challenge was to fabricate a complete branded environment that balanced premium hospitality aesthetics with practical event execution. The activation required custom architectural fabrication, millwork, environmental graphics, illuminated features, and modular components that could be transported, assembled, and installed within an active New York City retail space.
Rather than treating the project as a collection of individual displays, every fabricated element needed to function as part of a cohesive guest journey; from arrival and check-in to lounge seating, spa treatment stations, and branded photo opportunities, creating a seamless experience that felt warm, inviting, and unmistakably Simply Lemonade.
The Experience
We transformed the interior into a fully realized branded environment by combining: custom fabrication, architectural millwork, large-format graphics, and specialty finish across two levels of the activation.
Guests entered through branded storefront graphics before checking in at a custom-built reception desk accented with tile-inspired finishes and an illuminated display shelving unit that served as the visual centerpiece of the upper level. Throughout the space, custom flooring graphics, wall graphics, stair graphics, mirrored installations, and dimensional branding established a clean, cohesive design language that carried visitors through each environment.
Beyond the graphics, we fabricated many of the activation's signature architectural features, including an integrated tree bench and planter, illuminated mirrored vanity stations, custom treatment areas, branded work surfaces, display shelving, and woodgrain architectural wall panels. Each component was engineered for efficient transportation and on-site assembly while delivering the premium fit and finish expected of a hospitality environment.
The result was a thoughtfully crafted pop-up that blurred the line between experiential brand experience and interior design, creating an inviting destination where guests could relax, engage with Simply Lemonade, and enjoy a moment of simplicity in the middle of Manhattan.
Key Deliverables
- Custom fabrication of illuminated check-in shelving with integrated LED lighting and mirrored acrylic
- Fabrication of custom reception desk with tile-inspired architectural finishes
- Fabricated custom tree bench with integrated planter and guest seating
- Custom-built vanity stations with illuminated mirror surrounds
- Production and installation of large-format storefront window graphics
- Custom wall graphics and dimensional environmental branding
- Vinyl-wrapped reception counters, vanity stations, and work surfaces
- Architectural woodgrain wall treatments
- Stair and floor graphics, and branded wayfinding elements
- Mirror graphics and decorative environmental finishes
- Modular fabrication engineered for transportation and efficient on-site assembly
