Howard Johnson Candy Pop-Up Store in NYC Celebrates Brand Refresh

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To introduce a major brand refresh and reconnect with customers, Howard Johnson by Wyndham launched an immersive pop-up experience in New York City.

The temporary activation, called “HoJo’s Sweet Escape,” transformed a retail space into a playful candy-themed environment featuring the brand’s first-ever hotel room built entirely from candy. Designed as an experiential event rather than a traditional retail space, the pop-up invited visitors to explore the brand’s updated guestroom concept while celebrating its nostalgic identity.

Storefront worked with agency Citizen Relations to secure the venue for the activation, creating a unique setting where families, fans of the brand and members of the media could experience the new direction of Howard Johnson.

Bringing the Howard Johnson Brand Refresh to Life

As part of a significant redesign initiative across its hotels, Howard Johnson introduced refreshed guestroom designs that combine modern comfort with playful references to the brand’s heritage.

According to Rob Myers, Senior Director of Global Communications at Wyndham Hotels & Resorts, the goal was to present the redesign in a way that felt memorable and true to the brand’s personality.

“Today’s hospitality landscape is more crowded and competitive than ever, which means brands need to distinguish themselves while still delivering value. Our room refresh celebrates our nostalgic past while elevating the guest experience.”

The pop-up concept allowed the company to translate this vision into a physical environment where visitors could see and interact with the new design.

Designing an Immersive Candy-Themed Experience

The centrepiece of the activation was a fully recreated hotel room made from candy, constructed using more than 450 pounds of sweets.

The installation playfully referenced Howard Johnson’s history as a beloved American roadside hospitality brand known for family road trips, ice cream and its iconic orange-roofed restaurants.

Visitors could explore the candy-filled room, take photos and learn more about the brand’s refreshed hotel experience.

“A hotel room made entirely out of candy had never been done before,” Myers explained. “The pop-up was the perfect creative way to share our vision for the brand’s future while helping families create memorable experiences.”

Choosing the Right Pop-Up Location

Location played a key role in the success of the activation.

The team selected a flexible retail venue in Lower Manhattan, offering the blank canvas needed to transform the space into a fully immersive environment.

High foot traffic and strong accessibility were essential factors when choosing the location, as the event was designed to attract both passersby and planned visitors.

The venue’s open layout also made it possible to install the large candy installation and create a welcoming space for guests and media.

Marketing and Media Strategy Behind the Activation

Promotion for the pop-up focused on generating awareness through media coverage and local event listings.

The campaign followed an earned-media-first approach, including:

local event listings and ticket platforms
outreach to media and influencers
a dedicated VIP press preview

The preview event generated strong national and local media attention, which helped drive foot traffic and build excitement around the brand refresh.

According to Myers, the response from visitors was overwhelmingly positive.

“Guests shared their childhood memories of Howard Johnson and expressed excitement about the brand’s refreshed direction.”

Launch Your Own Pop-Up Store in New York

Experiential pop-ups like this show how brands can use temporary retail spaces to introduce new concepts, build awareness and connect directly with customers.

Explore available pop-up shop spaces in Tribeca or browse pop-up shops across New York City to find the right location for your next activation.