Work

Vox Media

Eater Under Wraps

Eater Under Wraps holiday pop-up — photo 2
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What we made

An empty space in SoHo became a house full of holiday discoveries. Room by room, the 2025 Eater Under Wraps invited New Yorkers to wander, explore, and shop an experience where every touchpoint was part of the story.

Our team oversaw the creative build, fabrication, and merchandise, bringing Eater and its sponsors into the same world. A pop-up with the warmth of a home and the pleasure of a great find, we brought it all together to make browsing feel like exploring.

  • Eater Under Wraps holiday pop-up — photo 20

    240

    Reasons to skip the gift card

    Bringing unique items from a smorgasbord of partners and vendors there was something to discover in every room.

  • Eater Under Wraps holiday pop-up — photo 7

    2

    Days to shop the house

    A holiday pop-up built for wandering, browsing, and finding the unexpected.

  • Eater Under Wraps holiday pop-up — photo 19

    2000+

    Guests in one house

    Thousands of visitors stepped inside to explore Eater’s holiday shopping world.

  • Eater Under Wraps holiday pop-up — photo 5

    1

    SoHo space, fully unwrapped

    An empty space transformed into a shoppable house, from floor to ceiling.