Apartment Therapy’s Small/Cool NYC
Venue: Industry City - Brooklyn, NY
Apartment Therapy’s cross-platform tentpole Small/Cool NYC featured our editors’ predictions for the hottest home trends for the upcoming year. We challenged top designers to bring the future trends to life — in small (but flexible!) spaces. The three-week pop-up event showcased 18 shoppable trend spaces, and over 11K guests explored and shopped the spaces IRL. For our audience outside of NYC, we created a 360 virtual experience with hotspots and editorialized shopping grids so viewers didn’t miss out on any details.
Small/Cool NYC kicked-off with an exclusive cocktail reception, in partnership with our presenting sponsor, for influencers, media, and NYC tastemakers to get a preview of the space. The event caught media attention — 32 online/print outlets and 2 broadcast outlets covered Small/Cool NYC, from BizBash to the New York Times, CBS News, and more, for a total of 514M impressions.
Guests loved the event: 89% said they felt inspired to take action (e.g., to redecorate, make a purchase, or complete a DIY project) after attending the pop-up and 87% said they would attend another Apartment Therapy-hosted event in the future.
Then we opened the doors to the public for three weekends! Hosted in a creative hub in Brooklyn, our shoppable showroom was surrounded by interior studios and home retailers — the perfect location for attracting design enthusiasts searching for home inspiration.
