Project location: New York, NY · Project context: 2026 · Prepared by POPUP from the project archive in October 2026.
Business conversations do not always need a conference room. Airtable's New York pizzeria campaign made a familiar local ritual the invitation, with neighborhood venues and branded pizza boxes carrying the idea from sidewalk to counter.
How can a B2B activation feel at home in a neighborhood?
The brief paired connected ambitions: create a visible street-level presence and give Airtable’s team an informal setting for business conversations. A neighborhood pizza shop offered a setting that could welcome both a planned visit and a spontaneous stop.
Connect recognizable local pizzerias through one campaign. Keep the character of each shop, then carry Airtable through storefront graphics, street signage, branded pizza boxes and guest touchpoints. The invitation was simple enough to understand from the sidewalk.
Start with the neighborhood
Lucia Pizza of SoHo, Tappo in Flatiron and Traditas in the Financial District each gave the campaign a local address. The storefronts remained recognizable while campaign graphics and street-level signage connected them to the same invitation: a slice of NYC with Airtable.
Put the brand in people’s hands
The campaign continued from the sidewalk to the counter. Custom pizza boxes carried Airtable’s identity and the line “Built to scale,” turning an ordinary part of the visit into a tangible expression of the brand. Signage, packaging and merchandise made the separate venues feel part of one experience.
Give each location its own story
A complete campaign recap brought the afternoon together. Separate portrait edits for Lucia, Tappo and Traditas preserved the personality of each location, giving Airtable both an overview of the experience and individual neighborhood stories to share.
The planning lesson
A venue partnership works best when the business keeps its own character. Decide which surfaces carry the campaign and which details belong to the host. Make the offer easy to understand from outside, then give staff a natural way to continue the conversation inside.
Who delivered the experience
POPUP coordinated the physical campaign across the pizzeria partners, bringing venue sourcing, branded production, staffing and on-site delivery together with event photography and film.
Created with Airtable and the participating pizzerias: Lucia Pizza of SoHo, Tappo and Traditas. Airtable supplied its brand assets and owned the broader marketing strategy and distribution.
What the experience made possible
Neighborhood pizzerias gave Airtable a recognizable local setting, connecting its identity with the simple pleasure of a New York slice.
Project questions
Where did the experience take place?
Airtable: New York, NY.
What was the delivery scope?
Pizzeria partnerships; Branded production; Staffing & on-site delivery; Campaign content.
