This month, PopSugar’s Sugar Chalet will make its debut at New York’s Bryant Park Overlook at Winter Village, deepening its portfolio of experiential offerings. The chalet offers consumers a chance to sample brands like E.L.F. Cosmetics, Athleta and Nature’s Way in an interactive environment.
The Sugar Chalet opens November 23.
It was conceived as a way to facilitate discovery and deepen brand engagement through the lens of a fantasy apres ski party.
PopSugar expects more than 1,000 attendees. They can experience a meditation den, yoga classes and curated culinary kiosks, in addition to an interactive holiday shopping bazaar.
The Sugar Chalet joins PopSugar’s popular annual event PopSugar Play/Ground festival. Each year, Play/Ground counts over 15,000 attendees and continues to grow.
Play/Ground is able to capitalize on its audience through highly curated content tied to its predominantly female-millennial audience, focusing on education and experience.
Last month, Group Nine Media acquired PopSugar. As reported at the time of the deal, PopSugar’s ability to connect its readers and brands and translate that into successful commerce experiences, in addition to its popular experiential division and large millennial audience, made it a particularly attractive digital brand.
A new leadership slate was announced at Group Nine just last week, with PopSugar cofounder Brian Sugar named president of Group Nine. Cofounder Lisa Sugar will continue in her role as president of PopSugar.