The recent launch of W Shanghai – The Bund was celebrated by New Yorkers with an exclusive pop-up that was not only Instagram-friendly, but also rewarding for visitors. Launched inside The Oculus building in downtown Manhattan, the brand activation featured live dance performances, dj sets, and branded takeout containers of soup dumplings — a traditional Shanghai dish which was custom-created in partnership with award-winning chef Danny Bowien.
Additionally, the pop-up spotlighted the latest in Shanghai street style looks, while giving visitors a chance to win prizes like signed cookbooks, two-night stays at W’s NYC, LA, and Washington locations, and most impressively, a three-night stay at the newly opened W Shanghai – The Bund.
Targeting Millennial travelers, this immersive brand activation gave participants a chance to unlock exclusive rewards while spotlighting fashion, music, and food in the process.
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