Sex and the City premiered on HBO in 1998, revolutionizing television with its unfiltered depiction of modern women navigating love, friendship, and life in NYC. The series quickly became a cultural touchstone, setting unprecedented standards for television. Fast forward to 2021, the story continued with And Just Like That..., delving into the lives of the beloved characters navigating their 50s.

The 25th anniversary of SATC aligning with the premiere of AJLT Season 2 presented a golden opportunity to pay tribute to the franchise's lasting impact while igniting anticipation for the newest chapter.

Aiming to commemorate this milestone, we orchestrated an immersive pop-up experience, unveiling emerging technology to bring consumers a one-of-a-kind experience. The primary objective was to leverage the anniversary of the original series, evoke nostalgia and strengthen the connection between the franchise and its global fan base to drive interest in the new installment, And Just Like That...

The creative idea revolved around presenting renowned and iconic elements of the franchise in an entirely new lens to give fans an experience they had never seen or felt before. One that would transport them physically and emotionally into a heightened world of SATC and AJLT, with every element and detail designed under the watchful eye of Sarah Jessica Parker and series creators. They could explore recreated sets like Carrie’s apartment built with actual floorplans from the series’ original design, memorable props never released to the public, and even enter “Carrie’s Closet”, as cutting-edge technology guided them on a journey through time and fashion to celebrate the franchise’s most iconic looks. To show fans something they had literally never seen before, advanced tech would be deployed to power an immersive show spanning forty-feet of LED walls, while other AI-solutions for content generation took archival SATC footage to new heights.

Our strategy centered around creating a fan-first experience, dedicated to delivering our audiences a once-in-a lifetime experience to interact with the franchise like never before. To honor the fandom, it was important that the experience was made free to the public.

Given the encyclopedic knowledge of many Sex and the City fans, it was imperative that we met them where they were in a way that only HBO could - delivering a hyper-detailed experience with irresistible photo-ops at every turn. Whether it be sitting at Carrie’s 1990s Apple PowerBook, laying on her floral comforter with a pack of Marlboro Lights, or the Chinese takeout containers in her garbage can, fans were transported and compelled to post their experiences to social throughout the experience, ultimately driving a social reach of over 56.2+ million. The experience was further authenticated with the presence of series talent, creators, and costume designers throughout the weekend.

4,000 fans from over 20 countries immersed themselves in TV’s most fabulous franchise, creating an unforgettable 4-day experience.

A transformed 10,000 sq-ft space, hosted series’ talent, influencers, press and super fans from around the world to immerse themselves in an interactive journey. Fans could see, feel, and hear the world of SATC and AJLT in an entirely new way, as they explored Carrie’s famous brownstone from the inside and out. A cutting-edge Carrie’s Closet Experience moved guests though a dream-like experience highlighting the characters’ best fashion from every season. Waiting for them on the other side, was a collection of iconic outfits, bags, and heels curated by costume designers as well as an interactive Post-it wall and Cosmo Bar.

A panel discussion with Sarah Jessica Parker and the show's costume designers, plus an opening-night tastemaker reception added a touch of glamour, bringing the upcoming season's fashion to the forefront.

The success of the NYC activation extended its impact globally with inspired events across different continents - Latin America, Europe, Asia, and the Middle East - generating massive excitement and word-of-mouth for the franchise. The New York City four-day activation reached over 56 million people globally on social media alone, driving more than 3.5 million engagements, and increasing the show’s social media accounts by almost 30 thousand followers. The support of renowned publications like Cosmopolitan, People Magazine, and Access Hollywood further amplified the event's exposure with 2.4B+ Total Potential News Reach, bringing fans closer to the franchise and building anticipation for the new season. The experience truly celebrated the show's legacy, highlighting its iconic fashion, and setting the stage for the excitement surrounding And Just Like That... giving fans the opportunity to celebrate their nostalgia, and eagerly await the new season.