Apartment Therapy Transformed a Live Design Pop-Up Into a Digital, Shoppable Experience

Small/Cool Experience in Brooklyn became a global online event

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Apartment Therapy expected to draw some 10,000 people to Industry City in Brooklyn for its first-ever Small/Cool Experience in April. The interior design- and lifestyle-focused website had tapped 20 designers to curate 20 shoppable spaces under 120-square-feet that would highlight forecasted 2020 design trends.

However, before Apartment Therapy could begin the physical builds for the two-day pop-up, the Covid-19 outbreak hit New York. After initially pushing the event to June, the brand’s internal event team and partners realized in early spring a real-life pop-up wouldn’t be feasible anytime soon.

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