What New York pop-ups drew
Every row is a public event, read on the page we cite under the table. None of them were ours.
| Brand | Where and when | What it drew | Creators on the page |
|---|---|---|---|
| Summer Fridays | 21 Greene St. in SoHo, June 2025 | More than 2,940 people over two days, some in line from 1 a.m. | None named |
| Welch's | A bodega pop-up in New York, three days | Nearly 3,000 people, and 8.2M impressions from nearly 100 media and social placements | Local influencers, at a preview day with press |
| SK-II | Meatpacking District, May 3 and 4, 2025 | Thousands of people, and over 1 million views on social in under a week | Influencers and media came |
| Thorne | Flatiron Plaza, May 8, 2025 | Over 1,500 samples handed out | None named |
| Teremana | Brooklyn Navy Yard, July 11, 2026 | More than 500 fans on a 525-foot foosball table | Actor Jay Pharoah and ESPN's Laura Rutledge did live commentary |
Source: BizBash, June 2025 (Summer Fridays)
Source: Matter Communications (Welch's)
Source: BizBash, May 2025 (SK-II and Thorne)
Source: Event Marketer (Teremana)
Three ways creators came into it
- They saw it first. Welch's held a preview day for media and influencers before the public came, and invited local well-known influencers alongside the press.
- They matched the crowd. RYZE took a coffee truck to seven pop-up events across New York City, and its agency matched creators to each stop: wellness creators to a solstice yoga event, foodies to a festival, music lovers to a concert series.
- They were part of the show. Glow Recipe, a skin care brand whose team works out of New York, asked an influencer who loves to dance to perform at its launch party. He brought his influencer friends, people the brand didn't have access to on its own.
Source: Flavor Group (RYZE)
Source: Glow Recipe's co-founders on Earned by Tribe Dynamics, June 2020
Where the posts stop
- A pop-up is busy for a few days. After that, the only people who see it are the ones who see it posted.
- For half the New York events in our bank, the page we saved names no creator who came or posted.
- That's the part we'd plan first: who comes, who sees it early, and what each one posts once the doors close.
Source: Our own count, influencer event bank, 2026-10-30
Before you plan a New York pop-up
- Invite creators to a preview day, so posts go up before the line forms.
- Pick creators for the crowd you want at each stop, the way RYZE did.
- Give each creator a reason to post again after: a code, a product drop, a second date.
- Put a code or a link on every creator, so you know who brought people in.