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Duck Tape Pop-Up Store
Duck Brand set out to transform its most recognizable product into something bigger than packaging. That challenge brought them to Velocity Agency. The company wanted to prove that Duck Tape could be more than a household tool. It could be a symbol of creativity, self-expression, and fun. With just a few short weeks to concept, design, and launch, Velocity built a full-scale pop-up store in the center of Manhattan that captured the attention of shoppers, press, and fashion insiders alike.
From the very beginning, the goal was to turn an ordinary product into an extraordinary experience. Velocity’s creative and production teams collaborated to design an environment that celebrated innovation and color while inviting visitors to take part in the story. The space combined retail, art, and entertainment in a way that felt organic and unforgettable.
To amplify the opening, Velocity produced a live fashion event in partnership with Project Runway Season 11. Designers from the hit show debuted couture looks crafted entirely from Duck Tape, instantly pushing the campaign into the national spotlight. What started as a creative experiment quickly became one of the most talked-about activations of the year.
“This is the best pop-up store I have ever seen!”
— RACHAEL M.0 Million+
Media Impressions
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Shoppers
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Tape Rolls Sold
Season 11 Tie-In
Challenges
- Create a retail environment that could stand out in the high-energy chaos of New York City.
- Build and execute a fully branded pop-up store on an accelerated schedule.
- Incorporate the Project Runway Season 11 collaboration in a way that elevated the brand’s playful image.
- Drive real sales and measurable engagement without relying heavily on traditional advertising.
- Generate national buzz and social reach that extended far beyond the city.
Strategy
Immersive Design & Experience
Velocity transformed an empty Manhattan storefront into a bright, hands-on creative studio. Visitors designed custom Duck Tape creations, joined workshops, and explored vibrant installations crafted entirely from the product itself. Every surface was engineered for photo moments and shareable content.
Fashion Meets Function
Velocity produced a Project Runway Season 11 fashion show to launch the event, featuring couture looks made completely of Duck Tape. The spectacle generated national media coverage, celebrity attendance, and an immediate wave of public curiosity that kept lines wrapping around the block.
Full-Service Production
From creative concepting and fabrication to logistics, lighting, and on-site operations, Velocity managed every element in-house. The pop-up was strategically designed to maximize flow, capture content, and tell a cohesive brand story that resonated both in person and online.
