The Challenge

How do we transform an industrial space in the heart of New York City into a sleek and premium experience that echoes Blackberry’s iconic design and launches their much-anticipated new device?

The Results

From June 7 - June 9, 2018 BlackBerry opened the doors to its very own pop-up showroom in NYC’s West Village for press, media, and consumers alike to celebrate the launch of the Key2, the latest device in Blackberry’s roster.

The BlackBerry pop-up kicked off with an exclusive press event where elite international tech press and media influencers relished their moment to ogle the Key2 - “an icon reborn.” In an intimate keynote presentation, top speakers from BlackBerry’s senior leadership team used our larger-than-life LED walls and custom-built stage to showcase Key2’s unique features and to discuss the future of BlackBerry Mobile. The curtains were then literally pulled back to reveal a stunning product gallery, complete with a product Hero Wall and 50 Key2 devices on custom tables.

To keep up with the hype, we flipped the space overnight and transformed it into a consumer pop-up showroom, where BlackBerry lovers and passersby could experience the Key2 for themselves. Magnetic’s activation was purposeful - from the interactive stations like the Key2 Prize Wall, custom GIF booth, celebrity appearances, and various surprise and delight moments - they all worked together to build BlackBerry brand affinity with anyone who attended.