Victoria Paul Co - Pink Summer Pop-Up,

About the event

This is a two-date summer event at Victoria Paul Co, DUMBO’s Ice Cream Machine in DUMBO, NYC, taking place on the first day of summer (June 21) and National Ice Cream Day (July 19).

The event is built around a high-visibility, content-driven dessert concept that naturally attracts foot traffic, social media activity, and repeat customers in one of NYC’s most visited areas.

Across both dates, approximately 500 customers will interact directly with the space, creating a concentrated opportunity for brands to be part of a real, active environment where people are already stopping, purchasing, and sharing.

Why should you sponsor?

This event reaches a mix of customers in DUMBO, NYC, including young, social-media-active visitors, tourists, and families with children.

The space attracts people who are drawn to visually distinct, interactive environments and are likely to photograph, share, and take products with them.

This creates strong alignment for brands targeting Gen Z and millennial consumers, as well as family-oriented audiences, particularly in beauty, snacks, beverages, and lifestyle products that benefit from trial and visibility.

Sponsors are integrated directly into what customers receive on-site, allowing their product to be experienced, taken, and shared within this audience.

Sponsors are also included in social media and any media coverage tied to the event, both leading up to and following the activation, extending visibility beyond the event dates.

Ashley Thornton

Victoria Paul Co is DUMBO’s Ice Cream Machine in DUMBO, NYC—a self-serve dessert concept built around a premium, customizable ice cream experience.

The concept pairs vegan oat milk soft serve and imported gelato with a rotating topping menu, allowing customers to create something new each time.

Set in a highly designed, high-visibility space, Victoria Paul Co is built to attract foot traffic, drive repeat visits, and generate ongoing social media content.

Contact the Organizer Contact the Organizer