Designing For Transformation

Gwyneth Paltrow’s multi-million dollar lifestyle brand goop came to Sub Rosa to develop, design and produce In Goop Health, their annual wellness summit. Sub Rosa delivered creative concepts and event design for goop’s largest event yet, re-thinking the guest experience from pre-event registration to participation in the multitude of activities and classes offered.

Capturing Luxury Wellness

In close partnership with Paltrow, Sub Rosa developed a design concept around key tenets of community, and connection, and hygge (the Danish buzzword for cozy contentment). Warm natural materials like wool, wood, and plant life, alongside clean modernist furniture ensured the cavernous concrete space Pier 17 felt inviting and created a communal space on a cold New York winter day.

Sub Rosa designed and staged every facet of the space, each with various needs and considerations such as food stations, retail zones, meditation areas, yoga rooms, and over 40 health and beauty stations offering everything from massage to facials to acupuncture.

“The initial go-round was met with less-than-enthusiastic reports from the media attendees, mostly related to complaints about the long lines, general lack of organization, and cost. For the New York iteration, changes were made to the sign-up system, and an app and help desk were created to aid navigation—and, this time around, it did not appear anyone had trouble getting into a treatment or panel.”

Vanity Fair

Seamless Onsite Experience

With a focus on ensuring an intuitive booking experience, balanced guest flow onsite, and seamless transitions between activations, Sub Rosa employed a multitude of solutions for a frictionless experience, including a strategic spatial plan that buffered sound, a print guide with map and schedule, and over 60 fully-trained brand ambassadors on hand to guide and book appointments. Fully integrated technological solutions, such as registration that allowed guests to prioritize activity preferences, real-time digital sign up for scheduled activities, notification of onsite availabilities, virtual lines to notify attendees when their turn was coming up, and payment integration to enable checkout throughout retail, all created a seamless event.

“The lifestyle brand reconstructed an airy Seaport industrial loft space into something resembling a hygge Apple Store… The conference format experienced other nips and tucks from the last time around that helped make it feel a lot more like a real, professional conference.”

Fast Company