Dairy Boy blurs line between experiential and social content

Dairy Boy’s Manhattan pop-up turned the humble queuing experience into a brand moment in its own right, and the results are surprisingly engaging.

In 2021, influencer Paige Lorenze launched Dairy Boy, a lifestyle brand which includes clothing and accessories inspired by her ‘homespun yet modern’ energy.

Given the founder’s expertise in the social space, it shouldn’t be surprising that she’d put a unique spin on her pop-up activity, but regardless, the results might well take you by surprise and provoke a few ideas.

The activity in question took place when Dairy Boy hosted its third annual pop-up in Manhattan’s SoHo neighbourhood from August 15-17. 

The event wasn’t just about showcasing the brand’s new AW25 ‘Evergreen’ collection; it was about transforming a simple queue into a storytelling platform.

The results demonstrate that approaching a brand experience from a different lens can reveal a myriad of stories waiting to be told.

Nostalgia ultra

The pop-up, held at a cobblestone-lined Greene Street location, drew thousands of fans eager to immerse themselves in Dairy Boy’s nostalgic, New England-inspired Americana aesthetic. But aside from the cozy fleeces, vintage-inspired denim, and the farmhouse-chic setup complete, it was the queue outside that grabbed the attention.

Lorenze’s content takes the attention off the products, and onto the queue itself: a micro-community buzzing with anticipation, connection, and candid moments that Dairy Boy turned into content.

Fans waiting in line are shown on work calls, walking dogs, speculating about Lorenze’s life as a content creator and fiancée to tennis star Tommy Paul, and forming fleeting friendships with strangers.

Feeling seen and heard

The content leans into the viral “overheard” trend, documenting those unfiltered moments to create content that felt decidedly human.

“This wasn’t just a line for a pop-up; it was a space where people connected over shared excitement,” Lorenze told reporters. “We saw an opportunity to capture that energy and tell the stories of our fans in a way that feels authentic to who we are as a brand.”

The content, shared across Instagram and TikTok, showcased fans’ candid moments, laughing, chatting, and even dancing in line.

The pop-up itself, marking the preview of its first permanent ‘Evergreen’ collection, set to launch online September 4.

For Creative Moment, this campaign shifted our expectations. We often write about the potential of merging experiential with social and retail, but often this is imagined to include high production effects and immersion.

Dairy Boy has proven that a simple ‘fan focus’ can be just as immersive. 

The result also fits neatly inline with the trend to tailor brand experiences on a ‘hyper personal’ level.