Two-week takeover of flagship store mezzanine to engage consumers with an experience of America’s most celebrated sport
New Era, the international lifestyle brand last night launched the ‘MLB Dugout’, a two week installation that opens to the public today within the brand’s Soho Flagship Store, London W1F 9JG, in partnership with Major League Baseball.
Guests enjoyed American mini-burgers, hotdogs and pretzels all served with an ice cold beer, whilst DJ Soul Partizan was on the decks playing the best in old-school Hip Hop.
The MLB Dugout will take over the first floor of the New Era London Soho Store to re-create an authentic sideline dugout inspired setting where consumers will be able to interact with the brand in a number of ways, through the mediums of social media and gaming. There will also be daily screenings of this year’s World Series games. A baseball video game competition will run for the duration of the MLB Dugout and scores will be captured on a leader scoreboard in-store and the highest scorer at close on November 7th will win a trip to a Major League Baseball game in America and experience the game first-hand.
To encourage consumer interaction while visiting the MLB Dugout, a live touchscreen Twitter wall will be installed with a revolving baseball casting off users tweets with the hashtag #MLBDugout #NewEraCap and #MLB_Europe. There will also be a green screen where consumers will be able to take a photo of themselves and their image will be transferred onto a retro style baseball cards, with the option to upload to their Facebook page. A retail section will also be called out in the MLB Dugout that will host the full MLB Authentic collection.
www.neweracap.com.
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