Project location: New York, NY · Project context: 2024 · Prepared by POPUP from the project archive in October 2026.
Fashion Week moves through the city. HEYTEA and Sandy Liang met that movement with a tea truck, making Pink Daydream and the collaboration's merchandise part of the street-level experience.
How can a mobile activation follow a Fashion Week audience?
A mobile experience can meet fashion’s community in motion, extending a collaboration beyond one address.
Take the tea-and-fashion collaboration on the road, using a branded vehicle to turn Fashion Week stops into moments of product discovery.
Take the collaboration to the street
A branded tea truck gave HEYTEA × Sandy Liang a moving presence during New York Fashion Week. Across local stops, the experience met the audience around shows and neighborhood gathering places rather than asking everyone to travel to one address.
Make the first taste part of the story
The limited-edition Pink Daydream drink and collaboration merchandise gave visitors a tangible way to participate. The serving window became the point where fashion curiosity turned into a personal encounter with the tea brand.
Keep the experience moving
POPUP coordinated the vehicle, branded environment, ambassadors, drink transport and street-level operations across the route. HEYTEA prepared the tea and led the collaboration; our role was making that experience work from stop to stop.
The planning lesson
Choose the route around the audience's real movement. Drink transport, ambassadors and local operations need to support each stop without changing the core offer. The guest should encounter one coherent collaboration wherever the vehicle appears.
Who delivered the experience
POPUP delivered the mobile experience across New York stops, coordinating the vehicle, branded environment, ambassadors, drink transport and street-level operations. HEYTEA prepared the tea and led the brand collaboration.
What the experience made possible
The mobile experience connected HEYTEA and Sandy Liang with the neighborhoods and cultural moments around New York Fashion Week.
Project questions
Where did the experience take place?
HEYTEA × Sandy Liang: New York, NY.
What was the delivery scope?
Mobile production; Branded vehicle & signage; Ambassador coordination; Drink transport & on-site operations.
Explore related work
Further reading
For the wider event and campaign context:
