For Mother’s Day weekend, Blank Street Coffee brought the energy of a springtime picnic to life with a two-day brand activation in Manhattan’s Meatpacking District, produced in partnership with experiential agency Sweeter. Taking over Gansevoort Plaza, the activation transformed a pedestrian plaza into a joyful, flower-filled celebration of Blank Street’s new seasonal beverage lineup.From concept to implemeting, the event combined thoughtful design with efficient logistics, drawing over 1,600 guests across two days and creating an Instagram-friendly destination that aligned with the brand’s signature aesthetic. The activation spotlighted Blank Street Coffee’s spring drink trio-Aries Latte, Strawberry Shortcake Matcha, and PB&J Matcha-inviting the community to sample the new flavors in a way that felt personal, relaxed, and celebratory.
A Spring Picnic in the Heart of the City
At the heart of the activation was a custom-built picnic stand created by Sweeter, inspired by a modern interpretation of a spring market. Anchored by a floral photo moment and custom mural-painted signage, the setup felt more like a curated art installation than a pop-up. Designed to echo the feeling of a spring day at the park, the activation invited passersby to slow down, grab a new drink, and enjoy the vibe.
Guests were treated to their choice of seasonal beverages, served in branded mason jars that doubled as take-home keepsakes. Each visitor also received a bouquet of tulips and a canvas Blank Street Coffee tote bag. For many, this small touch created an emotional moment that tied the beverage directly to the celebration of Mother’s Day weekend.
Sweeter’s End-to-End Production Strategy
Sweeter handled every aspect of the event production, seamlessly managing both consumer-facing and behind-the-scenes operations. The agency was responsible for:
? Custom fabrication, including the picnic stand, menu boards, and mural installations
? Permitting of pedestrian and curbside areas at Gansevoort Plaza
? Mobile kitchen environment for fresh drink prep on-site
? Brand ambassador staffing, trained to handle RSVP check-ins, line management, and guest engagement
? Security operations to ensure a safe and controlled environment throughout both days
? Green energy power systems, operating entirely off battery power for an eco-conscious footprint
? Content capture, including photography and video production across both days
From build-out to breakdown, Sweeter delivered a turnkey execution that blended creativity, logistics, and sustainability into one cohesive, high-impact activation.
Sustainability Front and Center
As brands and consumers alike place more value on environmentally conscious activations, Sweeter prioritized sustainability throughout production. All energy needs for the activation were powered by battery solutions-eliminating the need for gas-powered generators and reducing the event’s carbon footprint. The event’s layout, reusable components, and eco-friendly footprint offered a model for modern pop-ups: efficient, meaningful, and clean.
From the reusable mason jars to the tote bags designed for continued use, every element was curated to leave a light environmental impact while delivering a high brand return.
About Sweeter
Based in New York City, Sweeter is a leader in creating innovative and engaging, multi-sensory, experiential marketing solutions around the country. Known for their creative approaches and meticulous execution, Sweeter continues to set industry standards by making brands come alive