Cannes Lions

Hunter Grand Central Terminal

HUNTER BOOT LTD, London / HUNTER BOOTS / 2018

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Overview

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Credits

Overview

Description

From Sunday, 22nd October until Wednesday, 25th October 2017 Hunter took over the iconic Vanderbilt Hall at New York’s Grand Central Terminal with a unique pop-up modelled on a traditional British glass-roofed greenhouse.

Designed to celebrate Hunter’s heritage as a Scottish brand, the experiential installation recreated the serene landscape of the Scottish Highlands within one of Manhattan’s most frenetic terminals. The installation juxtaposed the clean aesthetic of the structure vs the heritage environment of Vandebilt Hall to capture the attention of the passers-by.

The pop-up at Grand Central Terminal shows Hunter’s commitment to continually engage with the brand’s biggest market, the United States. This aligns with Hunter’s experiential marketing strategy to engage and excite the consumer while re-establishing the Core Concept as a collection of weatherproof rainwear essentials.

Execution

Visitors, who entered the greenhouse, position carefully within Vanderbilt Hall were greeted by the atmospheric sound of rain, real moss on a 3-layer absorbent underfoot and an ethereal layer of Scottish mist – a mixture of fog and light rain. This gave the inside of the greenhouse an atmosphere that resembled the misty altitude of the Scottish Highlands. Visitors were encouraged to wear an vinyl poncho from the Hunter Original collection

Within the misty greenhouse, they interacted with some of the brand’s most iconic rain wear pieces in the environment they were designed for.

This complex build brought to life Hunter’s British heritage in a clear, innovative and engaging way and is the first time a brand was able to bring a weather system of this complexity to life at Grand Central Terminal.

Outcome

• The Original Core Concept product offering, which visitors engaged with, saw an immediate sales uplift of 85%

• Organic search in the US grew 157% vs. the previous week

• Total reach of over 17 million people