Floyd is a design and furniture company based in Detroit. To celebrate the launch of Same-Day Delivery in San Francisco we planned a series of events under the concept of a housewarming. This enabled the concept to naturally move later to new cities like Los Angeles and New York City. You can view the current NYC landing page here.
In April of 2017 Floyd took over a beautiful home in the sunny Mission District of San Francisco and filled it with their collection. The kick-off party was catered by Delfina and had a surprise performance by Rayana Jay. On the following days we had hospitality partners such as Tartine, Ampersand Flowers, Dynamo Donuts, Hedge Coffee, and Gracias Madre provide bites and refreshments while guests browsed and shopped.
If you placed an order while at the pop-up before 3pm, your order would show up that evening. As the first true brand activation we had a lot of room for experimentation so that the brand could iterate in future cities.
My direct responsibilities included directing content and story, designing the “instagrammable” moment, and rallying attendees.