Supporting the opening of Shinola’s flagship store in Manhattan, TH executed a soft launch, in-store press/media event along with a consumer-facing block party celebrating all things Detroit. To kick off the weekend, TH closed down the block in front of the Shinola store in Tribeca, introducing the brand to NYC through Detroit-inspired food vendors, such as Slow’s BBQ and Motorcity Brewery, live music, a social photo booth, using the dedicated hashtags #MadeInDetroit and #BuiltInDetroit, and branded street games for kids.
To further support the community, Shinola made a donation to the Manhattan Youth Foundation, which provides educational and recreational programs for families in Lower Manhattan.

1 activation day
600 branded balloon distributed
$15,000 overall sales
161 photos taken
6,000+ social media impressions
8,000 visual imrpessions