SMIRNOFF
HOT97
Brooklyn Cured is a brand built on old-world technique and New York soul. Known for their award-winning charcuterie and thoughtfully sourced deli meats, they came to us to grow beyond their farmer’s market roots. Our job was to evolve the brand without losing its Brooklyn grit—and to position them as a category leader on crowded shelves.
—
Experience Design
Fabrication
Visual Identity
SMIRNOFF
HOT97
Smirnoff and 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.
