Case Study // 2025
Celsius – Pop Up
The Brief & Challenge.
Celsius needed a physical brand experience that would connect with their fitness-forward audience in New York City. The challenge was creating an immersive environment that went beyond product sampling — a space that embodied the brand’s energy and lifestyle positioning while generating massive social content. The pop-up had to be Instagram-ready from every angle, drive foot traffic in a competitive SoHo retail corridor, and convert visitors into brand advocates.
The space was a raw, white-box storefront with limited electrical capacity, tight load-in access, and a 3-day install window before opening day. Every element needed to be fabricated for rapid assembly without sacrificing the premium finish quality Celsius demanded.
The Pop Solution.
We designed and fabricated a complete branded environment that transformed the raw storefront into an immersive Celsius experience. The concept centered on the brand’s “Live Fit” energy — combining bold graphics, dynamic lighting, and interactive touchpoints that invited engagement at every turn.
The build included custom wall systems with dimensional Celsius branding, a hero photo moment with integrated LED backlight panels, a product sampling bar with refrigerated display, and a lounge area with branded custom furniture. Every surface was designed for social sharing — lighting angles were optimized for smartphone cameras, and the color palette was tuned for maximum contrast on digital screens.
Our team handled the full scope: spatial design, 3D rendering, fabrication, graphic production, lighting design, and on-site installation. The entire build was pre-assembled in our NYC shop, then installed in the SoHo space over three days by the same crew that built it.
Core Fabrications
THE OUTCOME.
The Celsius pop-up exceeded every KPI the brand set. Foot traffic averaged 400+ visitors per day over the activation period, with peak days exceeding 600. The photo moment wall alone generated thousands of organic social posts, driving measurable brand awareness in the NYC fitness community. The sampling bar converted at a rate significantly higher than Celsius’s typical field marketing activations.
Most importantly, the build quality set a new benchmark for Celsius’s experiential program. The brand team cited the PUYB build as the reference standard for all subsequent activations nationwide.