Leading up to the inception of Old Navy and PopSugar’s “Deck The Hauls” pop-up event, the two brands had been engaged in an ongoing partnership, wherein they’d been working together to feature custom co-branded original content on the PopSugar website. With the holidays approaching, both brands sought to create something special in commemoration of the season, and they came up with the “Deck the Hauls” concept. The event was designed as a “physical expression” of Old Navy’s #holiYAY campaign, which would provide an opportunity for both brands to celebrate the holiday season whilst giving back to the community through Old Navy’s charity partner – Boys & Girls Clubs of America.
CONCEPT & VISION
Old Navy and PopSugar hoped to put the playful spirit of gift-giving back into holiday shopping. They envisioned a Santa’s workshop-inspired “jingle belt” gift assembly station, which would simplify the process of selecting and wrapping gifts for working women. Both brands also desired a prominent charitable component for this event. They wanted “Deck The Hauls” to serve as a vehicle for people to positively affect the lives of those in need – those who might not get gifts during the holiday season otherwise.
TVG fabricated the “jingle belt” conveyor belt, product displays, a storefront facade for the venue, and photo moments featuring oversized gifts and a neon sign wall.
TVG handled all aspects of production including concept development, renderings, fabrication, furniture & decor sourcing, signage, lighting, photo booth procurement, catering, security, permitting, and onsite event management.
The event was deemed a success by clients at both Old Navy and PopSugar. It received media coverage by industry trades including BizBash and Event Marketer, as well as entertainment publications such as Just Jared due to actress Katie Holmes’ attendance. Additionally, every gift box made at the event’s VIP hour were matched with donated boxes to local Boys & Girls Clubs of America.