The celebrations retailer launched Boo-Loon Land, an immersive pop-up balloon installation for a three-day event running Oct. 15-17. The installation is Halloween themed, with six rooms that guests can walk through. Each room has its own theme, including Dia de los Muertos; fall harvest; black and bones; iridescent glam; and Halloween friends.
Party City is the latest retailer to leverage pop-up shops to increase excitement around products and entice consumers back into stores. Pop-ups offer retailers several opportunities to launch new products, create brand awareness and excitement, and test new in-store innovations and solutions.
Party City teamed up with Jam Evangelista, Katie Balloons, Jesus Tejada and Karly Turner— some of the most influential balloon artists—to create the installations. Guests can also trick-or-treat at the event, learn how to create their own balloon designs from Party City DIY experts, shop exclusive products and connect with Party City specialists to plan their own Halloween party.
The retailer has also partnered with well-known arts, culture and entertainment venues to create more Boo-loon experiences. Party City has planned larger-than-life installations, including a 50-foot spider at American Dream in New Jersey, themed installations at Brooklyn Children’s Museum and Discovery Children’s Museum in Las Vegas, plus others, over the course of the Halloween season across more than a dozen locations in the U.S.
"We're admittedly Halloween obsessed at Party City and are always innovating new ways for our customers to celebrate alongside us," Julie Roehm, chief marketing and experience officer at Party City, said in a statement. "We recently conducted a survey of decision-making moms and found that 80 percent consider Halloween a full season versus just a single day to celebrate, and we couldn't agree more. Boo-Loon land is a totally immersive way to celebrate Halloween and engage with us and we can't wait to kick it off."