Hot97 partnered with TANKindustries to conceptualize, design, and build a pop-up bodega for its Smirnoff-sponsored annual Summer Jam at the UBS arena. Our goal was to design an immersive interactive experience based on the classic NYC bodega aesthetic.  We started by exploring the corner store world of all 5 boroughs. Creating a rich pool of resource material to pull visuals from— awning styles, window signage, classic bodega typefaces—and the loved Deli Cat! 

We filled the shelves with real bodega products, as well as Smirnoff's new Blue Raspberry Lemonade. We hired a shop owner and a stock person to interact with concert attendees.