Away brought its Soft Side collection to life through an immersive retail experience designed for media, tastemakers, and influencers. The Public Hotel was transformed into a reimagined airport terminal, welcoming guests to check in before entering a “Lounge of Dreams” inspired by the comfort and versatility of the new collection.

Inside the lounge, soft furnishings and playful programming evoked an elevated travel experience. Guests enjoyed Japanese bakery inspired “soft” bites and fluffy frozen beverages served from airline style carts. The evening concluded with guests departing with customized travel kits and their own Soft Side suitcase, ready for their next destination.

Client: Away
Agency: Care of Chan
Role: Production Lead/Account Supervisor