TH planned, developed and executed a mobile pop-up experience for Rent the Runway (RTR) via a 20’ shipping container, designed to showcase the brand’s digital collection of rental designer dresses to Millennial collegiate consumers. The pop-up, fabricated as a RTR closet, which unfolded into an interactive retail space with over 200 dresses available for try-on, traveled to 12 universities across the South through on-campus partnerships with female-based organizations and sororities. An iPad bar was available outside the vehicle for students to explore the extended RTR line, sign up for membership and rent dresses on the spot. In addition to direct product interaction, guests had the opportunity to engage with a custom braid bar, branded games - ping pong and corn hole - and a social photo booth, and receive branded koozies, t-shirts and sunglasses as giveaways.

12 activation days
36,300 attendees
8,000 collateral and premiums distributed
1,300+ new member sign ups
567,180 visual impressions