The collaboration will target Gen Z consumers ahead of the back to school season.
Urban Outfitters and Pinterest have partnered up to launch a back-to-school campaign that redefines the modern day dorm room.
“Shift Happens,” a three-stage campaign, taps into the latest design trends to target a Gen Z audience through social campaigns, influencer partnerships and creative activations. “We understand that the coming-of-age experience can be overwhelming and filled with uncertainty. Our goal is to transform the transition to adulthood into an empowering and inspiring journey,” Shea Jensen, President at Urban Outfitters, told Forbes via email.
The campaign kicks off with a two day event, hosted in partnership with Pinterest, at New York City’s Chelsea Factory. Open to the public on a first-come, first-served basis, the free to attend event begins on July 11 and can be accessed by signing up on the Urban Outfitter’s website. Attendees will have the opportunity to explore 10 rooms curated by multidisciplinary artists, designers, and creators. Spaces include “Potting Paradise,” a floral wonderland by plant expert Paige Tailyn; “Plushie Playground,” a room inspired by childhood from Anya Tisdale; “Bouquet Getaway” from New York-based florist Studio Hayat; and “Freak Fort,” a room designed by multi-platinum-certified R&B singer Tinashe’s viral hit single, “Nasty.” All of the products featured in the rooms will be available to shop via a QR code.
Floral Fantasy.
“To bring this experience to life, we are thrilled to partner with Pinterest to bring to life curated, unique Pinterest boards, created by some of our customer's most inspirational and relevant multidisciplinary artists and creatives,” Jensen said of the event. “Visitors will be able to immerse themselves in three-dimensional spaces, shop their artists home and lifestyle must-haves and recommendations and experience a modernized shopping experience that blends digital inspiration with physical reality,”
Following the launch events in New York City, Urban Outfitters is set to open 20 “Campus Essentials” pop-up stores in college towns across the country—including New York University, University of Texas and Arizona State University. What’s more, the Urban Outfitter’s first store was located on the University of Pennsylvania campus, Philadelphia, so it’s only fitting that the brand returns to its roots.
The pop-ups will include homeware products from big name brands such as UGG, Oakley and BAGGU, in addition to Urban Outfitters-exclusive Birkenstock styles and collegiate merchandise.
“Our goal is to help [students] discover what manifests their own individuality, to help them find a community of like minded people, and to provide connection through exciting events and activations,” Jensen added. “We have a really special line up for the season- including some special experiences planned in our stores. We’re energized by the line up and hope our customers will be too,”
Dollhouse.
Urban Outfitters and Pinterest will also host an exclusive back-to-school contest, with five winners being awarded $5,000 to furnish and decorate their own college dorms, bringing their own Pinterest boards to life.
Finally, the third phase of the campaign—UO100—is the ultimate celebration of self-expression and will feature 100 Gen Z-relevant artists, musicians, and creators. This phase aims to encourage consumers "stop the scroll" and amplify self-expression through creativity and unique perspectives.
