WICKED TOWNHOUSE

For NBC Universal and in collaboration with Bollare, the ambition behind Townhouse of Wicked was clear: create an immersive, multi-brand product experience that felt less like a pop-up and more like stepping into the world of Wicked itself.

The brief called for a New York–based townhouse where media, creators and community guests could move room to room, discovering Wicked IP collaboration products in situ — across fashion, home, accessories and toys — without ever feeling like they were walking through a showroom.

The challenge was spatial and tonal. We needed a venue with narrative flow, layered personality and enough architectural drama to hold the scale of the IP — while still allowing the product integrations to feel organic. Guest journey was everything: intuitive movement, clear storytelling, and moments of surprise woven into every level of the space.

New Moon sourced and engaged 632 Hudson — a triplex townhouse in the West Village with a 40-foot atrium, grand staircase and rooftop garden — as the ideal venue and canvas . Its expansive, multi-level floorplan and stunning patina allowed us to design a fully choreographed brand narrative across three floors and a rooftop.

We structured the experience as a living world:

– Check-In & Atrium: Branded entry graphics and QR-led discovery set the tone for both Media Day and Community Day, establishing a seamless, digitally enabled journey from arrival.

– Living Room & Bar: Product placements embedded within art deco furnishings created subtle “Easter eggs,” transforming home décor into storytelling devices rather than display fixtures.

– Adult & Kids Rooms: Fashion, accessories and home collaborations were styled within aspirational bedroom environments — allowing guests to experience products in context, not isolation.

– Kitchen & Dining: A layered home activation anchored by Pottery Barn and FBC integrations extended the narrative into lifestyle.

– Stairwell Moments: Graphic interventions and artwork swaps punctuated the vertical journey, ensuring brand continuity throughout.

– Rooftop Garden: The final act — a gift bag moment framed by skyline views — offering both content capture and a natural pause before exit.

The result was a fully immersive, multi-day format — balancing PR preview precision with community access — built to accommodate up to 120 guests within a space that never felt crowded or commercial.

Townhouse of Wicked became more than a branded environment — it functioned as a lived-in narrative.

Media guests moved fluidly through a space that felt cinematic yet intimate. Products were discovered through context and curiosity, not signage.

The townhouse architecture — from atrium reveal to rooftop garden — delivered scale, while carefully styled rooms created emotional connection.

By anchoring the experience in a residential format rather than a traditional event venue, the activation achieved three critical outcomes:

– Elevated product perception through immersive storytelling.

– Increased dwell time via intuitive, room-to-room discovery.

– Seamless integration of multiple brand partners within a cohesive IP world.

The Townhouse established a blueprint for future entertainment-led retail experiences — demonstrating that when guest journey, spatial narrative and brand alignment converge, commerce becomes culture.