Pink x Van Leeuwen
A Pop-Up That Melted Into Culture
Client: Victoria Secret
Activation: Tribeca Store Takeover
Partner: Duggal Visuals
Role: Visual Direction & Strategic Lead
Scope:
Social media
Animation & video production
Post-production
Print & Fabrication
Overview
To debut PINK’s Valentine’s Day collection, Victoria’s Secret partnered with cult-favorite ice cream brand Van Leeuwen for a one-day pop-up experience in Tribeca. The activation transformed Van Leeuwen’s downtown location into a co-branded takeover, blending fashion, flavor, and NYC culture into a playful, youth-driven environment.
Impact
The pop-up generated significant awareness for PINK’s Valentine’s Day collection, turning the downtown Tribeca location into a high-energy, shareable brand moment.
Social engagement exceeded expectations, driving over a 70% increase in reach and interaction across PINK’s owned and partner channels.
By embedding the collection launch within a lifestyle experience and leveraging location-specific energy, the activation deepened brand relevance and boosted both physical and digital consumer connection.