Case Study // 2025
Keurig X Nasdaq
The Brief & Challenge.
Keurig was launching a new product line and chose the iconic Nasdaq MarketSite in Times Square as the venue — a space that comes with enormous visibility but also significant logistical constraints. The activation needed to transform the MarketSite’s interior into a branded Keurig experience while respecting the building’s strict load-in procedures, AV infrastructure requirements, and security protocols.
The brand wanted an experience that felt premium and innovative — matching the product positioning — while creating shareable moments that could leverage the Times Square backdrop. The timeline was compressed: 5 weeks from brief to live event, with only a 12-hour install window at the venue.
The Pop Solution.
We designed and fabricated a product launch environment that turned the Nasdaq MarketSite into a Keurig brand universe. The centerpiece was a custom product reveal structure with integrated LED lighting and motion elements that synced with the Nasdaq Tower’s external display for the launch moment.
The build included custom curved wall systems defining distinct zones — a product discovery area with interactive displays, a tasting bar where guests experienced the new product line, a media interview backdrop, and a VIP lounge. Every surface carried the brand language: precision-matched brand colors, dimensional logos, and premium material finishes that communicated the product’s positioning.
Given the 12-hour install window, we engineered every component for rapid assembly with pre-wired electrical, labeled connections, and a detailed install sequence document. Our crew of 8 completed the installation overnight — from empty venue to fully dressed space — and was on-site for the live event to manage any real-time needs.
Core Fabrications
THE OUTCOME.
The product launch was covered by major trade and consumer publications, with the fabricated environment featured prominently in press photography. The reveal moment — synced with the Nasdaq Tower display — generated immediate social media amplification across Keurig’s channels and attendee accounts.
The 12-hour install was executed flawlessly, validating our rapid-assembly engineering approach. Keurig’s event team cited the PUYB build as one of their most successful product launch environments, noting that the fabrication quality elevated the entire guest experience above what they’d achieved at previous launches.