Fever Tree to host pop-up event at Soho's 575 Broadway with free mocha lattes

Manhattan's Street Activities and Resiliency Committee convened on March 4, 2025, to discuss upcoming events aimed at enhancing community engagement and brand awareness in the bustling Soho area. The meeting highlighted two significant pop-up events planned for March, both designed to attract foot traffic and promote local businesses.

The first event, organized by Fever Tree, is set for March 15 at 575 Broadway, strategically located between Prada and Other Stories. The activation will feature a coffee cart serving free mocha lattes made with Fever Tree's new espresso martini mix. The event aims to distribute approximately 150 samples while raising brand visibility. Fever Tree representatives assured the committee that they would manage crowd control effectively, utilizing brand ambassadors and providing trash disposal to maintain cleanliness in the area. The event will run from 11 AM to 5 PM, with setup beginning at 7 AM.

Committee member Pete Davies raised concerns about potential congestion at the busy intersection, suggesting that moving the cart further north could alleviate traffic issues. Fever Tree's team expressed willingness to adjust their setup to ensure a smoother flow of pedestrian and vehicle traffic.

The second event, scheduled for March 20-23, will celebrate the 15th anniversary of Victoria's Secret's popular fragrance, Bombshell. This activation will take place in an Airstream trailer at the Ganz Award Pedestrian Plaza. Attendees will receive complimentary coffee and the first 100 guests will be gifted travel-sized fragrances and flower bouquets. The setup will include seating for visitors, encouraging community interaction while promoting the brand.

Both events reflect a growing trend of businesses leveraging public spaces to engage with consumers directly, fostering a sense of community while driving brand recognition. The committee's discussions underscored the importance of balancing commercial activities with the needs of local residents and traffic flow, ensuring that such events enhance rather than hinder the vibrant atmosphere of Manhattan's streets.