Bryant Park Yoga Series
The Brand
Halara is an innovative athleisure brand that infuses activewear into everyday apparel, made for what moves you. Halara, as Presenting Partner, used the Bryant Park Yoga Series to give consumers a chance to directly engage with the unique UltraSculpt™ product, in the heart of New York City.
The Bryant Park Yoga series, with classes being run on the for up to 1,000 participants per session, continues to be a New York City favorite for those looking to Namaste in the heart of Midtown Manhattan.
Classes are led by sought after instructors from some of the top NYC studios including, Lyons Den, CorePower, Y7, Laughing Lotus, Humming Puppy and more!
The Brief
- Increase Brand Exposure
- Strengthen Perception of Fabric Technology
- Spread the user co-creation brand story of The Halara Community
The Experience
Activated across three consecutive Saturdays in June. Purity created an immersive consumer journey designed around product discovery, participation and gratitude. The pop-up brand activation, that had to be installed and removed in just 2 hours every live day, was produced to engage and delight event participants.
The consumer journey included touchpoints that gave visitors the opportunity to interact, get hands on and feel valued.
The activation included elements like:
- AI-powered virtual try-on mirror that enabled conusmers to see what the products looked like on themselves and that they could share online
- Tactile fabric displays giving the opportunity to touch and feel the UltraSculpt™ product
- Mannequin displays showing off the product
- Community gratitude wall where motivational and personal messages were shared as part of the ‘Halara Circle’
- A story wall exploring the history and development of Halara
- A larger than life ‘persona box’ allowing guests to try on Halara props in a branded display box to share on socials
- After completing the journey, having obtained the requisite interaction tokens, guests left ready for their next session with branded Halara merchandise including yoga mats and clothing
