Torriden x Sephora
We turned a Soho storefront into a swimming pool so a hydration line could be experienced instead of explained.
- Service
- Retail Partner Pop-Up
- Period
- 2025 (multi-day pop-up)
- Market
- US — Soho, New York City
Challenge
The problem.
Torriden's hydration story is a claim on a box. Alongside its Sephora rollout, the brand needed a Soho space where the product benefit was legible in three seconds — with enough set design that every visitor filmed without being asked.
Approach
What we did.
- Built the entire floor as a tiled swimming pool — lane lines, depth markings, pool ladders and a ball-pit plunge bath — so hydration read spatially the moment guests walked in
- Zoned the room into stations: hydration hours signage, ingredient education wall, product trial bar and a staffed Sephora checkout counter
- Lit the perimeter in cool blue wash and floated translucent balloons to keep vertical frames interesting for short-form capture
- Staffed the floor in co-branded uniforms so every consultation and gifting hand-off stayed on brand in the footage
Results
The numbers.
5 days
Continuous Soho activation
100%
Set built in-house to concept
3-sec
Time to read the hydration concept on entry
Full-floor
Immersive pool build, not a signage refresh
Insight
Build the benefit, don't caption it
Nobody photographs a claim. They photograph a room that looks like a swimming pool in the middle of Soho. Once the space carries the product story, the content is a by-product of attendance instead of a deliverable you have to negotiate.
Gallery
Selected assets
- Pop-Up
- Retail Partner
- Set Build
- Soho