COCO'S CORNER STORE
American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative
American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative
To celebrate the launch of Naked X Coco Gauff’s new Smoothie, Shiraz redefined the idea of a pop-up and created a full-court experience for fans. We were tasked to conceptualize and produce “Coco’s Corner Store,” a bodega-inspired pop-up that brought the excitement of the U.S. Open off the court and into downtown New York City. The opportunity was to translate Coco’s role as Naked’s Chief Smoothie Officer into a bold, content-rich experience. With only three days to activate during U.S. Open Fan Week, our challenge was to design a space that brought Coco’s world to life and translated Naked’s vision into a vibrant, shareable experience.
CHALLENGE
OPPORTUNITY
Shiraz Creative led the creative, design, fabrication, and production, transforming the storefront into a playful environment layered with content-ready moments. Guests entered while listening to a playlist of Coco’s pre-match tracks and a manga-style mural welcome before grabbing branded shopping baskets to collect exclusive items: Coco’s Protein Pineapple Orange Smoothies, custom postcards, floral bouquets, keychains, and fresh merch. The space was anchored by an oversized fruit island and elevated with design features including neon signage, branded convex mirrors, a lush flower wall, and a floor-to-ceiling smoothie bottle photo op. At checkout, live CCTV cameras delivered instant social content while “bodega character” Ace the Cat added an authentic touch. To extend beyond the storefront, Shiraz also produced premium mailers handling everything from design to shipment. To protect the product and elevate the unboxing, we engineered an insulated foam topper that kept the beverage chilled during delivery to over 100 celebrities, athletes, and influencers.
STRATEGY
EXECUTION
Coco’s Corner Store struck a powerful chord with fans, drawing consistent foot traffic from U.S. Open attendees, locals, and media while fueling massive online engagement. The activation generated over 3.5 billion impressions, amplified by press coverage, influencer participation, and social sharing.
RESULTS
REACTION
900+ Guests (Sold Out to Capacity)
14% of Ticket Purchases were New Users to Resy
117 Pieces of Media Coverage
34.5K Organic Video Views
60K+ Influencer-Based Impressions
“To kick off the action, Coco celebrated the release of her first-ever Naked Protein Pineapple Orange smoothie at her Coco’s Corner pop-up in Soho Aug. 20. Inspired by her mom Candi Gauff's fruit salad—which went viral in 2023—the drink has become a courtside staple for the tennis star.” - E! News
“Creating my first smoothie as Naked’s Chief Smoothie Officer was such a fun, rewarding process.” - Coco Gauff for Forbes
“As you know, the fruit salad moment went viral. So it's really cool to partner with someone who kind of wanted to do something that was really authentic to me and things that I already do.” - Coco Gauff for Sports Illustrated
