Pop-Up Mob | Tower 28

Pop Up Mob and Tower 28 partnered with 3RD Ave to bring a playful, beach-inspired experience to life at SMC 2025 at ARIA Las Vegas. 3RD Ave handled all fabrication and installation, building custom scenic elements, surf-inspired displays, and branded signage that embodied Tower 28’s California-cool aesthetic and showcased their latest product collection in a vibrant, immersive way.

The experience was bright, beachy, and immersive, transporting guests to the California coast. 3RD Ave built out the space, crafting colorful surf-inspired displays, playful textures, and sun-drenched details that brought Tower 28’s vision to life. The environment created natural photo moments, hands-on product interaction, and genuine brand connection, perfectly capturing the carefree, inclusive spirit of Tower 28.

The Tower 28 booth engaged an estimated 800 Sephora store managers during SMC’s brand experience day at ARIA Las Vegas, based on attendee posts from the show week. The activation drew steady traffic for photo moments, hands-on product trials, and social engagement, helping Tower 28 strengthen its visibility and connection with key retail partners.