Areas
- Creative Direction
- Retail/PopUp
- Social Media
- Sourcing/Pricing
- Floral Design & Styling
For the love of flowers
The Mother’s Day Flower Popup was designed to coincide with the end of the week-long floral Aloha Wall installation for South Shore Market, Ward Village for Howard Hughes. In partnership with their Community Marketing Manager, we identified a high-traffic area whose seating area was under-utilized and transformed the space into a temporary two-day flower popup while following COVID guidelines.
Because stores and restaurants were limiting guests within their spaces, many people looked to the public spaces within the surrounding mall property for entertainment to pass the time. The popup, in addition to the floral wall, provided guests a way to pass the time as well as make purchases.
Across the street Whole Foods Market had a tremendous stock of florals and was extremely busy. Knowing this, I promoted complimentary floral arranging of their flowers into hand-tied bouquets with paper and ribbon. This brought in more foot traffic to the shopping center and provided some entertainment as the wait was very long at the Whole Foods floral station. It was aligned with the community ethos of the Ward Village brand of supporting one another, supporting artists and small businesses and the spirit of aloha during an unprecedented time.
Both marketing directors were very pleased with the feedback from stores and the increase in activities and foot traffic and their organic performance on social as both events did not include paid advertising in the projects.
