When K-beauty powerhouse ANUA named Kendall Jenner as its first global brand ambassador to launch the PDRN Spray Mist, CNC took over SoHo to create a massive cultural arrival. The “Dew On The Go” integrated campaign kicked off with a high energy out of home takeover, blanketing lower Manhattan with guerrilla wild postings and “DEW YOU” sidewalk stencils. We then transformed a retail space into an immersive Euro-summer hotel fantasy.

Guests were greeted by a vintage mint Fiat and bellhop attendants before stepping inside to explore a branded check-in desk, the Dew Cafe, a GIF booth, and a claw machine. To bridge the gap between discovery and purchase, the space featured a fully operational gift shop where attendees could buy the exact products they just tried. The launch began with an exclusive VIP influencer night featuring celebrity makeup artist Mary Phillips, turning a standard product drop into the ultimate summer beauty escape.