Situated in New York City’s Flatiron Plaza, TH designed, sourced and installed a pop-up citrus grove to promote Sanpellegrino’s The Life Deliziosa campaign, activating both a consumer event and VIP/media showcase over the course of two days. Guests were transported to the sunny Italian coast, traveling through a vine-draped arboretum into a garden of fresh citrus trees complete with cafe tables, fruit-filled wooden crates and a Sanpellegrino sampling station. While inside, participants were invited to play a round of bocce ball, snap a photo in an interactive photo booth and enjoy product giveaways and take-home recipes, all in celebration of Italian culture’s true zest for life.

2 activation days
4,904,583 press/media impressions
16,280 Sanpellegrino cans distributed
195,000+ Snapchat views
532,856 visual impressions