Astrid & Miyu, Immersive Pop Up

Social Media Strategy & Event Execution, Brand Development

A series of week-long pop-ups marked Astrid & Miyu’s first launch in New York, forming a pivotal moment within the brand’s wider Experiences rollout.

The project supported the delivery of the pop-up spaces alongside leading the social media and content strategy throughout the activation period. Through social-first content, real-time storytelling and community-led digital moments, the launch was positioned to drive footfall, build awareness in a new market and bring new customers into the Astrid & Miyu experience.

Spanning content creation, brand partnerships, customer engagement and on-site community building, the activation brought the brand’s piercing, tattoo and welded bracelet services to life in New York. Each touchpoint was designed to create a strong local presence, deepen customer connection and translate the brand’s experiential retail concept into a culturally relevant launch moment.