Experiential Branding

Showfields started what we now know today as an interactive brand installation: a marketing experience that actively engages customers in a physical space through activities that engage their senses.

The idea is that the interactive experience enhances brand impression, engagement, and stickiness, and in place of a typical “museum gift store,” visitors could also shop the brands and products they had just experienced.

Their large warehouse-sized building in the NoHo neighborhood of New York City was the original flagship location, and the space of an interactive installation for Brilli Wellness lighting that I concepted and oversaw the installation of.

Approach

I sought to drive brand awareness and education of Brilli Wellness Lighting and products in its first year of launch, when awareness was at its lowest. As an online-only brand at the time, having a high-traffic space where customers could experience was critical.

I wanted to ensure the experience was differentiated, functional, and memorable, and our goal was to capture the media’s attention for wider reach. to achieve these goals, I designed:

• A Wind Down lounge with furniture in the product’s Pantone shade, and custom-illustrated wallpaper that utilized a “power cord” to create figures engaged in work, rest, and healthy activities, along with light bulbs and fixtures.

• Wall-mounted ceiling fixtures that created an interactive area where visitors could “play” with the brightness and hue settings of Brilli’s Get in Sync collection.

• A Charge Up bathroom model that utilized both Charge Up bulbs and Brilli’s Look Up LED mirror. The bathroom vanity was in Charge Up and Look Up’s Pantone blue hue.

• Messaging on the floor and walls that reinforced key health and wellness benefits of Brilli’s products.

Using a floor plan, I laid out creative concepts in a visual moodboard, including direction on props, messaging, and of course: the lighting. I oversaw the installation on-site in January of 2020.

Results

• The experience was well-attended and resulted in dedicated media coverage from Fast Company.