On July 11, Urban Outfitters and Pinterest teamed up to host a back-to-school marketing event at Chelsea Factory in New York City. Dubbed Space Shift, the event centered on 10 themed spaces, called “multifunctional sanctuaries,” that provided dorm room decor inspiration. The event was open to the public on a first-come, first-served basis. To attend, guests RSVP’d through a sign-up form on the retailer’s website.

Urban Outfitters’ in-house creative and strategy teams partnered with event production company IDEKO and PR agency DKC to bring the event to life and expand its reach. (Before the event opened to the public, the press got a preview on July 10.)

According to Urban Outfitters’ senior director of brand marketing, Cyntia Leo, “Space Shift aimed to authentically connect with the next generation through 10 multifaceted experiences and environments, emphasizing trends that celebrate self-expression, mental health, and personal growth. We aspired to support our consumers' journey from home to home, helping them gear up and create spaces that truly feel like their own this back-to-school season.”