CBD Sparkling Water Brand Recess Launches Pop-Up Store on Broadway
Wellness beverage brand Recess, which sells a line of sparkling waters infused with hemp extract, recently launched an experiential pop-up space on Broadway in New York called Recess IRL. The space is thoughtfully designed to evoke a sense of creativity, balance and clarity.
The launch of this activation takes place during Fashion Week and offers a perfect escape from all of the hustle and bustle. The store offers a space to relax and reset. Recess sparkling water will be on sale, but the pop-up is much more than a shopping destination. It is an Instagram-worthy experiential environment that is playfully designed inspired by the brand’s own visual identity. The company’s branding is meant to evoke a sense of nostalgia for the days of playing during recess as a child, perfect for stressed out New Yorkers.
The shop features sunset hued walls, sensory lighting, and a mini Zen garden. Recess IRL is offering events and programming to creative and professional audiences. The first event took place on February 17th and aimed to “re-balance our relationship with technology and realign sensory perceptions though art and meditative digital media”.
New York is only the first stop for Recess IRL. To increase awareness in key markets, the company plans to open pop-ups in Miami, San Francisco, Los Angeles and other cities.
To date, the brand’s marketing has been done exclusively through Instagram, so the physical spaces will be a way for the brand to connect with consumers and develop a following “in real life”.
If you’re in the Big Apple and interested in dropping by, here are the details:
New York, NY
(646) 590 6015
Monday - Saturday 12-7 pm
Sunday 12-5 PM