Pure Leaf Modern Day Tea Party

CREATIVE IDEATION / DESIGN + BUILD / PLANNING + PRODUCTION / TALENT SOURCING


Lipton Iced Tea and and Golin PR came to Track with the thought to host a Pure Leaf activation in the spirit of Eloise at the Plaza. Developing on the seed of this idea, Track produced an Eloise event for the modern tea enthusiast. The result was an imaginative tea tasting, in an elevated setting, with playful touchpoints and takeaways.

Among the city’s many venues, Track found The Elsie Rooftop – the space is a a rare gem, one that had not yet opened it’s doors to branded events. Behind the bar, Mixologist Pamela Wiznitzer brewed and served a variety of dreamy-looking teas using Pure Leaf product. Track also expanded on the Eloise narrative by tapping floral artist East Olivia for custom made decor elements. Guests were invited to assemble their own bouquets, among other ways to engage: writing in lipstick on a flower-rimmed, mirrored backdrop, helping themselves to Eloise-themed headbands from Lele Sadoughi, and posing with Mochi the Insta-famous pug.