Tinashe, the singer of the viral hit “Nasty,” organized “Match My Freak Fort,” which also featured her own performance. The lyrics from “Nasty,” “Can somebody match my freak?”, adorned the walls of the illuminated space. The area aimed to reflect three trends on Pinterest: lighting aesthetics, listening to music, and sparking lighting inspiration. Photo: Ervin AbrilNEW YORK — On July 11, Urban Outfitters and Pinterest teamed up to host a back-to-school marketing event at Chelsea Factory in New York City. The event, called “Space Shift,” focused on 10 themed spaces called “multifunctional sanctuaries” that offered dorm room decor inspiration. The event was open to the public on a first-come, first-served basis. To participate, guests RSVP’d through a sign-up form on the retailer’s website.
Urban Outfitters’ in-house creative and strategy teams partnered with event production company IDEKO and PR agency DKC to bring the event to life and expand its reach. (Press members got a preview on July 10 before the event opened to the public.)
“Space Shift highlighted trends that celebrate self-expression, mental health and personal growth, and aimed to truly connect with the next generation through 10 multi-faceted experiences and environments. We wanted to support consumers on their home-to-home journey during back-to-school season, helping them get ready and create a space that truly feels like their own,” said Cintia Leo, senior director of brand marketing at Urban Outfitters.
With themes ranging from a stuffed animal play area to a Match My Freak Fort, some of the rooms have been curated by Gen Z influencers and also reflect Pinterest interior trends such as bohemian maximalist decorating and moody bedrooms in dark green.
“By aligning with Gen Z’s preference for authenticity and individuality, we were able to leverage the power of Pinterest to bridge the gap between digital inspiration and real-life product experiences, truly facilitating a connection with consumers from URL to IRL,” said Leo.
At each build-out, products like floor lamps, bedding and desk accessories were available for purchase via QR code. Guests could also create their own personalized Pinterest mood boards on the spot. “This approach spoke directly to the needs of today’s consumers, celebrating individuality in style choices and helping them express their unique identity amid overwhelming trends driven by algorithms,” says Leo.
At the event, visitors could stop by the space to shop, take selfies, and interact with influencers in curator-led events ranging from bouquet making to clothing design to a performance by Tinashe. “Those who missed out on the experience can still enter Urban Outfitters and Pinterest’s Back to Dorm contest, with the selected winner receiving $5,000 worth of UO products to bring their dream sanctuary space to life,” Leo said.
She adds that the most challenging part of the eight-hour event, which lasted from noon to 8 p.m., was making sure each room perfectly reflected their creators’ vision. “We brought the Pinterest boards to life using the full UO Home product suite, making sure no detail was overlooked,” she says. “It was challenging, but incredibly rewarding to see dream spaces come to life in an unexpected space like Chelsea Factory.”
Scroll to see more of our back to school promotions…
