NOCTA Pop-Up Activation
The Story
Streetwear brand NOCTA wanted to create an immersive multi-day experience celebrating the launch of the Opal Collection, a fly-fishing-inspired outerwear collection designed by Drake, the Nike sub-label’s co-founder. We partnered with the NOCTA team to executive produce the two-day pop-up activation in an empty parking lot in the Lower East Side.
Designed by Food Architects, our team transformed the parking lot into a forest-like oasis featuring lush trees and greenery and a custom-fabricated 9,000-gallon pond. Attendees viewed pieces from the Opal Collection displayed across suspended product displays with the opportunity to purchase select pieces at a custom retail counter.
The activation's focal point was a fly-casting competition held on a platform rising above the custom pond, with scores displayed on a large LED wall. Throughout the event, guests tested their accuracy by gaining points by casting in different-sized hoops to win items in the collection. Our team executed production, permitting, fabrication, logistics, site support, and printing for this project, including engineering and building an artificial elevated pond for the fly-fishing competition.
Our Role
Logistics
Site Support
