Role: Art Director, Creative Lead

In collaboration with Groundswell Experiential

Challenge

Panasonic was looking to get back in to experiential IRL events. With their venture back into experiential, they wanted to make Panasonic relevant again by hosting a popup showcasing products most consumers weren’t aware of and initiate conversation about Panasonic as a more relevant brand again.

Solution

Groundswell orchestrated a dynamic three-day pop-up event, the Panasonic House of (RED), in NYC, inviting general consumers, media, and influencers alike.

Partnering with the charity organization (RED) to fight AIDs, Panasonic showcased their co-branded products, infusing the entire space with a vibrant 'red' aesthetic.

The pop-up replicated a real house, with rooms brimming with Panasonic products: a kitchen where fresh cookies were baked in Panasonic ovens, a living room featuring Panasonic sound and gaming systems, a glam closet offering blowouts and beard trims with Panasonic styling tools, and the ever-popular claw machine dispensing branded Panasonic swag and high-ticket product items.

10K+ impressions / 1300 guests / 500+ Panasonic prizes