Away brought their Soft Side collection to life with an immersive retail experience for a select group of media, tastemakers, and influencers. We transformed the event space to an upgraded airport terminal, complete with a “lounge of dreams.” After guests checked in, they entered a lounge area, complete with soft furnishings and programming evoking an upgraded travel experience. Guests enjoyed a playful selection of Japanese bakery-inspired “soft” bites alongside fluffy frozen beverages from airline-inspired carts. All guests left with monogrammed travel kits and a piece of luggage from the new collection.
Role: Lead Producer | Agency: Care of Chan