A series of week-long pop-ups marked Astrid & Miyu’s first launch in New York, forming a pivotal moment within the brand’s ‘Experiences’ rollout. I was responsible for setting up and supporting the delivery of the pop-ups, alongside leading social media and content strategy throughout their duration. Through innovative, social-first content, I drove footfall and brought new customers into the space, while managing content creation and brand partnerships. I also represented the brand within the space - engaging with customers, building community, and networking on behalf of Astrid & Miyu - helping bring the brand’s piercing, tattoo and welded bracelet experiences to life in a new market.