NYC’s Flavor Playground
Client
Coconut Cult
Year
2025
INSPIRATION
Coconut Cult, the cult-favorite probiotic yogurt brand, launched its first-ever pop-up in SoHo, NYC—an immersive “Collab Lab” that brought together 40+ mission-aligned food brands, playful felt art from Lucy Sparrow, and interactive founder panels. The goal was to create a space where fans could experiment with unexpected flavor combinations, discover new food brands, and take part in a one-of-a-kind community experience during Fashion Week.
With a DIY yogurt toppings bar, a “dirty soda” station, and an atmosphere built for discovery, Coconut Cult wanted every detail of the event to feel intentional and on-brand. Their small but mighty team partnered with us to help bring creative ideas to life, using branded touchpoints that made the pop-up both memorable and highly shareable.
THE PLAN
Working closely with Coconut Cult’s event lead, our team collaborated as an extension of hers—ideating bold ways to make the pop-up’s playful vision come alive. We explored creative solutions that balanced functionality with share-worthy design, ensuring every guest interaction tied back to the brand’s mission and amplified the event’s energy.
From branded details at the toppings bar to functional items that kept the event flowing, our approach was to round out the experience with thoughtful merchandise and event essentials that aligned seamlessly with Coconut Cult’s quirky, community-driven ethos
To complement the immersive build-your-own yogurt experience, we produced a full suite of branded touchpoints that elevated the event:
PRODUCT
CUSTOM TOOTHPICKS: A whimsical way to crown each yogurt creation at the toppings bar.
BRANDED CUPS: Practical and polished, keeping every “dirty soda” and yogurt concoction on-brand
ICE CREAM CUPS & TACO HOLDERS: Designed to showcase the wild, build-your-own flavor combos while reinforcing Coconut Cult’s bold aesthetic.
COCKTAIL NAPKINS: Branded details that carried the experience through every interaction.
REUSABLE TOTE BAGS: A functional giveaway that extended the Collab Lab’s energy into the streets of SoHo.
PRINTED TOILET PAPER: A cheeky (and very on theme) nod to the probiotic nature of the brand. An essential that doubled as a viral talking point.
RESULTS
The Collab Lab was a resounding success, with lines wrapped around the block throughout its 10-day run. The event created a cultural moment, amplified by influencers like The European Kid (1.3M followers), who staged a viral stunt demanding to cut the line, turning the pop-up into social media gold.
Beyond the buzz, the event reinforced Coconut Cult’s reputation for bold creativity and unexpected collaborations. With branded details that tied the experience together, guests left with more than just yogurt, they carried away an impression of a brand that sparks joy, experimentation, and community.
This project showcases how Whitestone partners synergistically with small teams to ideate, execute, and elevate events. By layering in smart branded touchpoints, we helped transform Coconut Cult’s vision into a pop-up that captured attention, created viral moments, and left fans talking long after the doors closed.
Photos courtesy of Leesa Morales, Plated Productions
