From Sunday, 22nd October until Wednesday, 25th October 2017 Hunter took over the iconic Vanderbilt Hall at New York’s Grand Central Terminal with a unique pop-up modelled on a traditional British glass-roofed greenhouse.
Designed to celebrate Hunter’s heritage as a Scottish brand, the experiential installation recreated the serene landscape of the Scottish Highlands within one of Manhattan’s most frenetic terminals.
Visitors, who entered from Vanderbilt Hall were greeted by the atmospheric sound of rain, real moss on a 3-layer absorbent underfoot and an ethereal layer of Scottish mist – a mixture of fog and light rain common in the Highlands. Moving through the misty greenhouse, they interacted with some of the brand’s most iconic rainwear pieces in the environment they were designed for.
This complex build brought to life Hunter’s British heritage in a clear, innovative and engaging way and is the first time a brand was able to bring a weather system of this complexity to life at Grand Central Terminal.