Red Flower: Wellness Event Series

About

Red Flower, a boutique wellness company with a flagship store in SOHO NYC, has an international presence in many spas and hotels creating high-end amenities blending science holistic medicine, world traditions, sustainable sourcing, ritual, well-being and aesthetics as guiding principle for their products. In the words of Red Flower’s mission statement:

“Red Flower, a beauty wellness company, was founded by Yael Alkalay with a vision for people to create ritual and beauty in their everyday lives. focusing on both the internal and the external, always searching and trying to find, Yael believes that true indulgence is personal and takes a lifetime.”

The Ask

To create a bespoke event series to represent Red Flower during their annual Stoop Sale. The goal of the event was to bring back existing customers and to build brand awareness as an effort to continue growing their wholesale business which included spas and hotels from around the world that incorporate Red Flower products into spa and wellness experiences. 

What 8th Nation Did

The 8th Nation curated, free to the public event series took place Wednesday, July 26th-Sunday July 30th, 2017. Each day featured a different wellness healer: Reiki by Corinna Springer, Chakra healer Riji Suh, Yoga by Natalie Jane Jones of Yo BK, and Kundalini Meditation lead by Simrit Kaur. The kickoff party featured a feminist DJ set and cocktails created by a master mixologist Chockie Tom using Botanicals inspired by Red Flower products. In addition to booking all talent, 8th Nation coordinated press and a social media campaign to get buzz leading up to the event and handled day-to-day logistics of producing the event.

• Develop and execute integrated and multi-channel marketing plans to grow registrations and attendance for the event
• Identifying and booking all workshop presenters
• Finessed panels, speakers presentations, and topics.
• Coordination of volunteer teams for seamless event execution
• Collaborate with leadership and cross-functional team members to brainstorm, plan, and develop new ideas and strategies
• Created a run-of-show for each day of the event with clear roles for all team members to ensure seamless flow
• Created crowd control for event space to minimize crowd control issues
• Sourced and coordinated third-party resources such as vendors and security in the early stages of the project and throughout as needed
• Crafted marketing collateral to realize Red Flower’s creative vision and aesthetic for the party
• Coordinated volunteer teams for seamless event execution
• Troubleshooting AV needs before and during the event to ensure technical efficiency

The Results

The multi-day, multi-sensory wellness event for Red Flower’s boutique flagship store in SOHO brought in many new  potential customers who engaged with the brand’s core values. Red Flower was able to secure 5 new hotel/spa clients around the time of the sale and in-store purchases increased by 22% over the previous year’s Stoop Sale.