20th Anniversary block party

Impactful partnerships leading to complete neighborhood takeovers.

To celebrate MALIN+GOETZ’s 20th Anniversary, SEEN was briefed to create a brand owned moment within the US market that touched and accelerated all marketing levers.


Taking inspiration from the brand campaign – designed for the way you live – as well as MALIN+GOETZ’s deep-rooted NYC heritage, we conceptualized, produced and executed a NOLITA block party. Partnering with local businesses that underscored what it means to be a New Yorker, SEEN took over retailers surrounding the MALIN+GOETZ NOLITA store location, from a branded coffee sleeve at Matchaful, a pizza box at Prince Street Pizza to a MALIN+MINT cocktail out of candle vessels at Epistrophy; all of NYC came out to celebrate 20 years.

SEEN illustrated a custom Block Party logo that was featured in all partner assets and throughout Nolita via guerrilla marketing to further drive community building on the anniversary.

Designed to heighten brand awareness and drive next-level foot traffic to their NOLITA retail location, we generated significant pre-event buzz with strategic founder profiling, calendar listings, paid content creators, and partners from our CXS Community leading up to the event.

The blocked party truly took over NOLITA with a 640% increase in store foot traffic, a 451% increase in sales, with a 300% increase in new customer acquisition.