{"id":20557,"date":"2019-11-21T22:26:20","date_gmt":"2019-11-21T22:26:20","guid":{"rendered":"https:\/\/www.thestorefront.com\/mag\/?p=20557"},"modified":"2026-07-16T17:15:20","modified_gmt":"2026-07-16T17:15:20","slug":"how-media-brand-the-dodo-launched-its-17000-pop-up-space-for-dogs-and-humans","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/how-media-brand-the-dodo-launched-its-17000-pop-up-space-for-dogs-and-humans\/","title":{"rendered":"How Media Brand The Dodo Launched Its 17,000 Square Foot Pop-Up Space for Dogs (and Humans!)"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/how-media-brand-the-dodo-launched-its-17000-pop-up-space-for-dogs-and-humans\/#Behind_The_Best_Dog_Day_Ever_launch\" title=\"Behind The Best Dog Day Ever launch\">Behind The Best Dog Day Ever launch<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/how-media-brand-the-dodo-launched-its-17000-pop-up-space-for-dogs-and-humans\/#Why_The_Dodo_loved_this_sprawling_pop-up_space\" title=\"Why The Dodo loved this sprawling pop-up space\">Why The Dodo loved this sprawling pop-up space<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/how-media-brand-the-dodo-launched-its-17000-pop-up-space-for-dogs-and-humans\/#Ready_to_launch_your_pop-up\" title=\"Ready to launch your pop-up?\">Ready to launch your pop-up?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/how-media-brand-the-dodo-launched-its-17000-pop-up-space-for-dogs-and-humans\/#Adrien_Kerbrat\" title=\"Adrien Kerbrat\">Adrien Kerbrat<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>The Dodo launched a month-long Halloween experience for dogs and pet owners in a sprawling 17,000 square feet pop-up space in Williamsburg, Brooklyn.&nbsp; The <strong>Best Dog Day Ever<\/strong> event &#8211; which included toys, treats and plenty of canine fun &#8211; was an extended version of the super successful one day pop-up event The Dodo hosted last year that brought in over a thousand pups. For this year&#8217;s launch, the team projected over 10,000 pups and worked with brand experience agency CSM to make it a huge success.<\/p>\n\n\n\n<p>For more on running a Halloween pop-up store or event read: <strong><a href=\"https:\/\/www.thestorefront.com\/mag\/halloween-pop-store-epidemic-commercial-real-estate-seasonal-pop-stores\/\" class=\"ek-link\">Halloween Pop-Up Shops: Ideas, Examples and Seasonal Retail Strategy<\/a><\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Behind_The_Best_Dog_Day_Ever_launch\"><\/span>Behind The Best Dog Day Ever launch<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>With the launch of &#8216;The Best Dog Day Ever&#8217;, the brand realized there was an opportunity to do something bigger and longer-lasting with this concept. They also &#8220;<em>naturally saw an opportunity around the [Halloween] timing, given the popular Tompkins Square Park Halloween Dog Parade and that pet owners love dressing up their pups,&#8221;<\/em> states Brian Lee, EVP of Commerce at Group Nina Media, The Dodo&#8217;s parent company.&nbsp; Lee also stated that his team had gone and seen other months long experiential activations, and really wanted to make sure this experience felt compelling and had scale.<\/p>\n\n\n\n<p>To emphasize this huge event, The Dodo worked with CSM to make sure they were in the right location and space to draw the most traffic and awareness. As CSM states, &#8220;we were targeting pop-up spaces that had parks nearby, a big pet population&#8221; and an outside space that they could decorate to entice the dog walkers and pups passing by.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/pop-up-event-new-york.jpg\" alt=\"Dodo pop up new york\" class=\"wp-image-20565\" style=\"width:574px;height:auto\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_The_Dodo_loved_this_sprawling_pop-up_space\"><\/span>Why The Dodo loved this sprawling pop-up space<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>To find the perfect pop-up space, CSM and The Dodo worked with <a href=\"http:\/\/www.thestorefornt.com\" class=\"ek-link\"><strong>Storefront<\/strong><\/a>. &#8220;<em>We loved the square footage and the openness of this <a href=\"https:\/\/www.thestorefront.com\/search\/brooklyn\/williamsburg\/retail\" class=\"ek-link\"><strong>Williamsburg space<\/strong><\/a><\/em>,&#8221; says CSM. &#8220;<em>It&#8217;s a space that worked well with our vision and people were overwhelmed by the grandness of it all!<\/em>&#8220;. The space was located on the busy Kent Avenue in Williamsburg, and it boasts high ceilings and large, open windows. &#8220;<em>People couldn&#8217;t stop smiling when they walked in. It was just basic joy. That&#8217;s my biggest takeaway<\/em>,&#8221; Lee adds.<\/p>\n\n\n\n<div class=\"s2p-cta\" style=\"border:1px solid #DDDDDD;border-radius:14px;padding:22px 24px;margin:32px 0;font-family:inherit;background:#FFFFFF\">\n<p style=\"margin:0 0 8px;font-size:11px;letter-spacing:.14em;text-transform:uppercase;font-weight:700;color:#4A494B\">For brands<\/p>\n<h4 style=\"margin:0 0 6px;font-size:19px;line-height:1.3;color:#1A1A1A\"><span class=\"ez-toc-section\" id=\"Ready_to_launch_your_pop-up\"><\/span>Ready to launch your pop-up?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p style=\"margin:0 0 16px;font-size:14.5px;color:#4A494B;line-height:1.5\">Find and book your short-term retail space with Storefront.<\/p>\n<a href=\"\/\" style=\"display:inline-block;background:#5DD297;color:#1A1A1A;font-weight:700;font-size:15px;padding:12px 22px;border-radius:9px;text-decoration:none\">Find a space<\/a>\n<\/div>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/pop-up-event-new-york-1.jpg\" alt=\"The Best Dog Day Ever launch\" class=\"wp-image-20569\" style=\"width:680px;height:auto\"\/><\/figure>\n\n\n\n<p>The biggest challenge in launching this pop-up event was awareness. Considering that the public did not know what Best Dog Day Ever was, The Dodo and CSM had to figure out how to creatively express this concept, and how best to promote it. <em>&#8220;The CSM team did an amazing job at organic, local outreach,&#8221;<\/em> Lee says. Aside from subway ads, social media ads, and street teams, The Dodo also partnered with different cause-driven organizations to bolster their outreach and drive awareness.<\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">&#8220;<em>A big success we had was reaching out to those pet adoption and local organizations to really dive deep into our community,&#8221;<\/em> CSM states.&nbsp;<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/pop-up-event-new-york-2.jpg\" alt=\"Best Dog Day Ever pop up\" class=\"wp-image-20575\" style=\"width:735px;height:auto\"\/><\/figure>\n\n\n\n<p>Their takeaways? That timing is key both to plan ahead for the pop-up shop, but to also determine whether it makes sense to do a month-long event, or one that only lasts a week or so. Since it was a huge success, the team is already planning next year&#8217;s event!<\/p>\n\n\n\n<p><a href=\"https:\/\/www.thestorefront.com\/search\/brooklyn\/williamsburg\/retail\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\"><em><strong>Here are more pop-up ready spaces to book in Williamsburg, Brooklyn!<\/strong><\/em><\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.thestorefront.com\/go\/pop-up-guide-download\/\" target=\"_blank\" rel=\"noopener noreferrer\" class=\"ek-link\">Further reading: <\/a><strong><a href=\"https:\/\/www.thestorefront.com\/mag\/how-to-open-pop-up-store-storefront\/\" target=\"_blank\" aria-label=\"How to open a pop-up store guide (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">How to open a pop-up store guide<\/a><\/strong><\/p>\n\n\n\n<p>For city-specific guidance:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-london-guide\/\" class=\"ek-link\"><strong>How to Start a Pop-Up Shop in London: The Complete Guide<\/strong><\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-new-york-guide\/\" class=\"ek-link\"><strong>How to Start a Pop-Up Shop in New York: The Complete Guide<\/strong><\/a><\/li>\n\n\n\n<li><strong><a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-paris-how-to-start-complete-guide\/\" class=\"ek-link\">How to Start a Pop-Up Shop in Paris: The Complete Guide<\/a><\/strong><\/li>\n<\/ul>\n\n\n\n<p>&nbsp;<\/p>\n\n\n\n<div class=\"s2p-author\" style=\"display:flex;gap:16px;align-items:flex-start;border-top:1px solid #DDDDDD;margin:36px 0 0;padding:22px 0 0;font-family:inherit\"><img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/6255af24ce7cff65f798f633e79aa967?s=96&#038;d=mm&#038;r=g\" alt=\"Adrien Kerbrat\" width=\"64\" height=\"64\" style=\"width:64px;height:64px;border-radius:50%;flex:0 0 64px\"\/><div><p style=\"margin:0 0 4px;font-size:11px;letter-spacing:.12em;text-transform:uppercase;font-weight:700;color:#4A494B\">Written by<\/p><h4 style=\"margin:0 0 6px;font-size:17px;color:#1A1A1A\"><span class=\"ez-toc-section\" id=\"Adrien_Kerbrat\"><\/span><a href=\"https:\/\/www.thestorefront.com\/mag\/author\/ak\/\" rel=\"author\" style=\"color:#1A1A1A;text-decoration:none\">Adrien Kerbrat<\/a><span class=\"ez-toc-section-end\"><\/span><\/h4><p style=\"margin:0 0 8px;font-size:14px;color:#4A494B;line-height:1.55\">Adrien Kerbrat is Chief Revenue Officer and co-founder of Storefront. With more than 10 years in commercial real estate, he is an expert on the French market and short-term retail across Europe. Based in Bordeaux and often in Paris, he writes on pop-up strategy, retail location, and the French retail landscape.<\/p><a href=\"https:\/\/www.thestorefront.com\/mag\/author\/ak\/\" style=\"font-size:13px;color:#1A1A1A;font-weight:700;text-decoration:none\">More from Adrien Kerbrat &rarr;<\/a><\/div><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Media brand The Dodo scaled its viral \u201cBest Dog Day Ever\u201d into a month-long, 17,000 square foot Halloween pop-up in Williamsburg, Brooklyn. The immersive experience drew over 10,000 dogs and their owners with strategic timing, community outreach, and a standout space.<\/p>\n","protected":false},"author":19,"featured_media":20558,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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Kerbrat","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/ak\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories\/\" rel=\"category tag\">Success Stories<\/a> <a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories\/success-stories-usa\/\" rel=\"category tag\">Success Stories USA<\/a>","qubely_excerpt":"Media brand The Dodo scaled its viral \u201cBest Dog Day Ever\u201d into a month-long, 17,000 square foot Halloween pop-up in Williamsburg, Brooklyn. The immersive experience drew over 10,000 dogs and their owners with strategic timing, community outreach, and a standout space.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/20557","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=20557"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/20557\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/20558"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=20557"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=20557"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=20557"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}