Skims Builds A Summer World In The Middle Of NYC

When SKIMS landed in New York, it didn’t just open a pop-up. It created a summer world in the middle of Rockefeller Center.

Designed by Willo Perron, the immersive baby blue structure took cues from swimming pools, water, body contours and the surrounding Art Deco architecture. 

A giant diving board fountain, glossy curved forms and uninterrupted sightlines transformed a retail space into a city-scale brand moment.

What makes this such a strong example of experiential retail? It understood the power of context.

Rather than dropping a generic concept into a location, the activation responded directly to Rockefeller Center’s architecture, scale and existing water features. The space became part of the environment rather than competing with it.

The launch extended beyond the structure itself. Rockettes performances, branded ice cream experiences and seamless QR-powered shopping created multiple touchpoints that turned a pop-up opening into a full on event.

A reminder that great experiential retail isn’t just about building a store. It’s about creating a world.