The modern college student lives in a 100-square foot space they call home, but according to a panel of 5,000 consumers that Urban Outfitters regularly taps for insights, the Gen Zers leaving for school this August want their school-year living quarters to serve as “multifunctional sanctuaries.” They want a place where they can “do their writing, cry and meditate, and make it [their] own,” said Cyntia Leo, senior director of brand at Urban Outfitters.

To enable that, Urban Outfitters is launching a three-stage campaign called “Shift Happens.” To kick it off, it will host a two-day event in partnership with Pinterest at New York City’s Chelsea Factory. At the event, guests will be able to explore 10 rooms, each curated by creators selected by Urban. These include florist Studio Hayat, with a theme of “Bouquet Getaway;” multidisciplinary artist Anya Tisdale, dubbed “Plushie Playground;” plant expert Paige Tailyn, via “Potting Paradise;” and Tinashe, with “Freak Fort.” These spaces will also be shoppable via QR codes.

The goal of the campaign is to introduce Urban Outfitters’ home product to more consumers and to build relationships, according to the company. Per the National Retail Federation, back-to-college spending this year is expected to reach $94 billion, about $20 billion more than last year’s record, with an estimated spend of $1,347 per household.

As part of the collaboration, the creators will be onsite to showcase their rooms and chat with attendees. The July 11 event will be open to the public on a first-come, first-served basis — people can sign up to attend on Urban Outfitters’ website. Tinashe, the artist behind the viral hit “Nasty,” will also have a room at the event, and will also be performing. A trend on TikTok, social posts featuring the “Nasty” lyric “Is somebody gonna match my freak?” can be expected.