The Color Factory Offers More Than Just Instagram Fodder

Pop-up that celebrates color inspires brands and gets involved with local communities

Video :Joshua Rios
Headshot of Ian Zelaya

As its name implies, Color Factory provides an ideal opportunity for splashy Instagram posts—but it also offers more than just social media fodder. The ticketed experience, which launched in San Francisco in 2017, celebrates color through interactive site-specific installations created by local artists. After its initial run, the pop-up expanded to a second temporary exhibit in 2018 in New York’s SoHo neighborhood, then a third space in Houston last fall.

According to CMO Alison Piepmeyer, what sets Color Factory apart from other Instagrammable installations are its outside partnerships that drive consumers to local institutions like the Cooper Hewitt Smithsonian Design Museum in New York. Adweek visited the SoHo location, where Piepmeyer and chief experience officer Tina Malhotra spoke more about how the company teams up with local artists and nonprofits, and how the model has inspired brands and agencies like Goop and Wieden + Kennedy. Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.