Aug 16, 2017 | By WGSN Insider
The normal trade show experience is a sea of brands spread across a huge exhibition space, with buyers, editors and vendors all rushing around. This season the team at Capsule NY Women’s decided to change up the layout and curate a Market Square space, packed with the coolest food, much needed coffee, and cool brands that were selling on site, much like in your favourite store. This fun concept made the experience of being at Capsule feel even more innovative than before.
Here’s 3 things we loved about it.
The cash-and-carry section called Market Square offered up a curated section of local businesses, selling their own products. The goods in this section ranged from a line of handmade ceramics by IIIVVVYYY, with Insta-worthy cups and plant pots to upgrade your apartment interior.
But it was the Palo Santo and Incense trays that really caught our eyes. We’ve talked on WGSN Insider about the rise of all things witchy and the rising consumer appetite for incense, crystals and mental wellbeing via meditation, so these products felt very on trend.
The localised products courtesy of no-frills streetwear brand Knowlita with slogans like ‘New York or Nowhere’ were fab.
Plus, the soy candles by Burnin’ For You’ (what a great name) smelled amazing, and each scent was inspired by different travel destinations around the world.
Finally the jewellery by Susan Alexandra added a must needed pop of colour.
Attendees could purchase anything from this section and take it home with them immediately.
The food offerings surprised us as well. Rather than eating sad packed lunches, attendees and brands could pick up lunch from Wisefish Poké, Greenpoint Cheese+Meat, Momo Sushi Shack or Sips & Bites Brooklyn. Free Zico coconut water and Essentia pH water were scattered around the venue to keep everyone hydrated and happy.
Want your fashion with a side order of custom art? The custom printing section of the square compete with comfy couches was the perfect spot to unwind, organize your list of favourite brands and get some cool art work for your wall.
This new section at the Capsule NY Women’s was the perfect example of our recent predictions. As predicted in our Consumer Insights 2016 report, trade shows are becoming more of a destination for people as the focus shifts from the “trade” to “show”.
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