Each room within the five-story townhome used for the three-day event was designed to mimic scenes from the series' reboot, including a pool scene involving characters Aki Menzies and Max Wolfe. A platform was placed in the center of the pool for the perfect photo op as the show's signature "XOXO" slogan lined the space's brick walls.Photo: Calen Rose
After nearly a decade since the finale of the original Gossip Girl series, the streaming platform revitalized the show this past July with Part 1, and just released Part 2 on Thanksgiving, Nov. 25—a day many Gossip Girl fans know is special to the show. The reboot follows the storylines of a new generation of Upper East Side prep-school students who are under the social surveillance of the anonymous Gossip Girl.
To promote the release, HBO Max took over a five-story townhome and flipped it into a fashion-forward, experiential playground for the weekend. But first, the pop-up kicked off with a media preview on Nov. 18, when press and influencers were invited to get an exclusive look at the experience before it opened to the public for three days.
The design of the event played off the theme of the new part to the series, titled A Friendsgiving Affair, including a fall fashion installation, Thanksgiving-inspired fare, and plenty of florals and foliage in red, orange and yellow hues. "Thanksgivings in the series are always iconic, and some fans would even say the Thanksgiving episodes are the best of each season. Our objective was to bring this dinner to life and give fans a taste of what they would be able to enjoy when Gossip Girl Part II premiered," explained Marc Mazarin, director of Originals marketing at HBO Max.
The experiential activation sold out within 30 minutes and hosted over 1,200 guests who—after uploading proof of their COVID-19 vaccination ahead of the event or presenting proof of vaccination at the door—explored various rooms throughout the townhome that were each inspired by a different character or scene from the show. Mazarin said a few highlights included "Aki and Max’s sizzling pool moment; Audrey’s library filled with her favorite literary picks; Monet and Luna’s fashion installations; and Constance Hall, an ode to where the Julien-Obie-Zoya drama takes place."
In between themed photo-ops and a Friendsgiving-themed cafe where fans could mingle with coffee and pie, attendees were immersed into the world of Gossip Girl via a festive fashion installation by MONSE, including Julien’s fiercest looks from the series; an olfactory experience by Veronique Gabai; a Maria Black Jewelry piercing station that offered on-site piercings and jewelry giveaways; and a demonstration by HBO Max’s own Lutfi Janania (season 2 winner of Full Bloom) for arranging the ultimate Friendsgiving floral tablescape, where each guest was gifted their own bouquet to take home afterward.
As for the team's event marketing strategy surrounding the pop-up, Mazarin said, "Our mission is to drive culture and create trends—not follow them. So, creating a see-and-be-seen pop-up not only for tastemakers and socialites—but most importantly, for fans—was an integral part of our strategy and transmedia approach."
Keep scrolling for a closer look at the experience.
XOXO,
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