UO Gift Shop: Press + Influencer Preview

Urban Outfitters hosted a private press and influencer preview at UO Herald Square to launch our annual holiday gift guide. The 705 square foot shop-in-shop was home to 85+ products and stayed up throughout the holiday season. The sparkling, tactile product assortment, environment, and activations were tailored to the five senses — and the event proved to fuel and sustain press coverage, social engagement, and sales.

During the event, we saw 31 invited attendees come through, featuring press contacts from WWD, The Strategist, Refinery 29, and Highsnobiety. Maya Tuffin (12k) served as our influencer host, taking over Urban Outfitters IG stories showcasing the products and interviewing attendees. Alex Consani (1.9M) stopped by to browse the shop and pop onto our IG stories coverage.

Guests had the opportunity to make a festive pom-pom and Gourmand air freshener; add their favorite holiday songs to our collaborative playlist; take a deep dive into their astrology with Vanessa Hardy (2k following); and design a custom-painted affirmation with Alessandra Olanow (372k following). We served up branded doughnuts and everything-bagel pretzels paired with a curated selection of cocktails featuring espresso martinis and cranberry margaritas, complete with branding and dry ice for an added surprise and delight.