Floyd
Housewarming NYC Pop-Up
Housewarming marked a pivotal moment for Floyd—a Detroit-based DTC brand—as we brought our first major in-person retail experience to life in New York City. Rather than opting for a traditional storefront, we took an unconventional approach: renting a second-floor SoHo apartment and fully furnishing it with Floyd pieces and complementary products from like-minded brands.
The month-long activation was designed to feel like a real home, allowing customers—and potential customers—to experience the brand in a lived-in setting. It was the public’s first opportunity to sit on the all-new Floyd Sofa in person, making it a crucial touchpoint for gathering feedback and building real-world product connection.
As a small team with a startup mentality, we produced the entire event in-house—from sourcing and styling to managing programming and working the showroom floor. The activation left a lasting impression, significantly increasing brand awareness, deepening customer loyalty, and expanding our reach in a key market.
Housewarming became more than a pop-up—it was a moment of genuine connection that helped evolve how people experienced Floyd.
Role:
Art Director
Producer