Unstopables Unlimited Experience
When Unstopables set out to launch their Unlimited Collection at New York Fashion Week, they weren’t looking for just another home-product demo; they wanted a memorable moment that would position the brand in the world of luxury. Brand Activation Services was brought in to transform a Flatiron venue into an immersive, multi-sensory pop-up celebrating scent, style, and creativity, and we helped them achieve that goal. The result was an experience that felt perfectly at home on fashion’s biggest stage.
THE CHALLENGE
How do you take a laundry product and make it feel like it belongs at New York Fashion Week?
That was the challenge Unstopables brought to the table with the launch of their Unlimited Collection of in-wash scent boosters during one of the most high-profile weeks in New York, Fashion Week.
The goal was twofold:
Create a luxury-minded experience that elevated a household product into the world of high fashion and fragrance.
Deliver an immersive activation that could cut through the noise of Fashion Week and give guests a memorable way to experience the new scents.
They needed an experience that was immersive, buzzworthy, and seamless from top to bottom.
THE SOLUTION
We teamed up with Brand Activation Services (BAS) to transform Iron23 in the Flatiron District into the Unstopables Unlimited Experience; a free, multi-sensory pop-up that blurred the lines between fragrance launch and art installation.
Guests first entered a fully immersive, interactive room where LED walls and an LED floor transformed the space into ever-changing environments. By grabbing a scent bottle from the central station, visitors triggered a content shift, immersing them in visuals, light, and sound that matched the fragrance they selected.
From there, visitors stepped into The Fragrance Lounge, where they could take their time exploring each new scent before leaving with a full-size bottle in a custom bag.
To make it all work, our team delivered a full production package, including LED walls and floor, lighting, audio, projection, and power distribution across all systems.
Together, these elements created a polished, fashion-week-ready pop-up that felt more like a luxury fragrance launch than a laundry product demo.
GEAR HIGHLIGHTS
THE RESULT
The Unstopables Unlimited Experience ran September 13–14, 2025. The free event drew steady foot traffic as well as a surge of impressions and online attention from user-generated posts and influencer coverage. Guests experienced the new scents in a way that was both playful and premium.
Most importantly, the event shifted how people thought about Unstopables. By immersing guests in a fashion-forward, multi-sensory experience, the brand positioned its Unlimited Collection not simply as a laundry add-on, but as a luxury fragrance experience in its own right.
This was more than a pop-up — it was proof that with the right creative and technical execution, even everyday products can find their place in a high-profile event like Fashion Week.
