Ahead of this weekend’s culmination of Pride Month, Smirnoff created a temporary “home” in New York last night that sought to bring the vodka brand’s “Welcome Home” campaign to life.
The one-day pop-up in Manhattan’s SoHo neighborhood was part of broader campaign that debuted earlier this month, replacing the vodka brand’s name on the label with “Welcome” printed in various languages.
Every room, open to the street and viewable by anyone passing by, was different. The yellow vanity room represented the trans and drag communities and how they use make-up and accessories to transform themselves. The bedroom was red, emblazoned with the words “our bedroom, our business.”
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