#BreathableMoments

In today’s fast-paced world, meditation and mindfulness are both on trend and on the rise. For fabulous and confident women like Vanity Fair Lingerie’s target for the Breathable Luxe Collection, meditation reminds them to just breathe so they can continue to conquer their day. We brought this idea to life through a luxurious pop-up meditation experience located at Herald Square Plaza in New York City. Macy's flagship store is across the street and one of Vanity Fair’s largest retailers. This location was the perfect backdrop, allowing us to drive traffic into the store after the activation. Women were encouraged to take a moment to "breathe" at the pop-up. Soundproof meditation rooms featured soothing music and lovely floral scents, giving a quick break from the busy and loud city. Aside from the 3-5 minute private guided meditations, attendees could receive a bra fitting from a professional Vanity Fair fitter as well as experience the collection in the product lounge. The Breathable Luxe Collection was displayed on gold hangers inviting consumers to learn about the collection with product specialists on-site. Vanity Fair tapped into key fashion and lifestyle editors, prominent stylists and local style influencers to amplify pre-event, on-event, and post-event content. Influencers got an inside look at the Breathable Moments Experience and captured content to share on their social channels. Agency Client: Barkley