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
Challenge & Opportunity
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.
Strategy and Execution
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.
Results and Reactions
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.
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 and 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 and Reactions
Work
Capabilities
Awards
Established in 2001
News
Social
Contact
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