Poet's Garden Party NYC

To mark the launch of one of GLDN’s most significant collections to date—Poet’s Garden, a line of gemstone jewelry inspired by the poetic nature of the changing seasons—I designed a real-world brand experience that seamlessly integrated with our digital campaign. Recognizing that our most engaged audience is based in New York City, I secured a permit to host an intimate activation in Shakespeare Garden, Central Park—an intentional nod to the collection’s name and poetic inspiration.

The activation took the form of a curated scavenger hunt, where guests uncovered new jewelry pieces hidden among the garden's blooms. To create a tangible connection with the collection, each attendee received a custom tote featuring the campaign’s visual, a print of the original collection poem, and a jewelry case for their found piece, personalized with a handwritten note. This blend of physical and emotional touchpoints reinforced the brand's story and created lasting impressions.

Social media strategy played a pivotal role: on-site photography was offered to each guest, and many shared their photos organically, fueling further engagement. We invited a select mix of NYC influencers, UGC creators, and brand loyalists, ensuring a blend of authentic content that extended the campaign’s reach beyond the event itself. This approach generated significant user-driven content, which was amplified across our social, email, and web channels, creating a ripple effect in the digital space.

The event not only fostered community engagement but also delivered measurable impact, driving over 300,000 impressions, increasing engagement across our platforms, and deepening the emotional connection with the brand. It transformed a localized experience into a wider-reaching brand moment that resonated long after the event ended.