The Shops and Restaurants at Hudson Yards, New York City’s newest, innovative seven-story shopping complex, officially opened to the public on March 15, 2019. Among the many luxury and fast fashion brands that found new homes at Hudson Yards was Zara, which occupies both the 3rd and 4th floors. Zara partnered with Food Truck Promotions to customize an experiential vehicle that would drive buzz surrounding their new flagship store opening, as well as to encourage New Yorkers to explore the amazing amenities that Hudson Yards has to offer.
We customized a minimalistic, yet elegant vinyl wrap design for our vintage Citroen vehicle, whose uniqueness and detailing brought out a luxury-esque experience that mimicked Zara’s new retail store design. They treated the community to coffee and branded cookies to show their appreciation for tolerating the few years of construction and noise, and welcoming Zara as their new neighbor.
This branded promotion created an outdoor coffee shop vibe that sparked conversations and good laughs between complete strangers in the neighborhood, including police officers, construction workers, and everyday New Yorkers walking by. Shoppers waiting in line to enter the Shops carried the positive energy and excitement that Zara generated all the way through to their shopping experience inside Zara’s new flagship store.
With the long awaited Hudson Yards’ Grand Opening, Food Truck Promotions helped Zara maximize their brand’s visibility through a unique branded truck experience. We gave out over 3,000 custom branded cookies and servings of coffee, and increased Zara’s store traffic by 35% compared to the following day.