TECOVAS
AT VANDERBILT HALL
To celebrate the opening of its 50th retail location — and first-ever in New York City — Tecovas made a bold debut with a stunty pop-up inside Grand Central’s Vanderbilt Hall. Produced by us, the activation transformed the iconic space into a western dance hall, complete with live music by country music star, Tucker Wetmore, bar games, and interactive experiences.
Guests enjoyed:
- A live performance by country artist Tucker Wetmore and all-day programming by Desert 5 Spot
- Chain stitching and product customizations to make each piece uniquely theirs
- Pool tables, bar games, and two-step lessons that brought authentic dance hall energy to NYC
- Dance performances that turned Vanderbilt Hall into a true western stage
Beyond the pop-up, Tecovas extended the celebration across the city with:
- A week-long boot shine takeover of Grand Central’s Leather Spa, offering complimentary shoe shining
- Wheatpasting campaigns across NYC streets
- In-store events and a partnership with local western hotspot Desert 5 Spot
The result: a true western welcome to New York — blending bold experiences, community, and culture to mark a milestone moment for the brand.
Selected Works
Extra APPProject type
Neutrogena Coachella 2026Project type
Motrin At Coachella 2026Project type
Sephora National Retail ActivationsProject type