The Royal Pop-Up highlighted an exclusive partnership with Joe Freshgoods who designed an exclusive collection of custom merch items on behalf of Crown Royal Regal Apple.

Brand New Experience curated a variety of lifestyle experiences and services timed to All-Star Weekend, shining a spotlight on Chicago. It was held over the course of two days and the event was widely attended by more than 850 consumers, media, talent, and influencers across multiple verticals.