The Challenge

Josh Cellars looked to promote their brand and story surrounding the Father’s Day holiday.

The Execution

As an ode to the history of the brand, for the second year in a row, we built Josh Cellars’ own garage in Vanderbilt Hall, Grand Central Station. A completely custom design and fabricated structure, the garage featured antiques, artifacts, photos and typical items and tools you would find in any household garage. When you stepped into our pop-up, you stepped out of Grand Central Station and into the world of Josh Cellars.

The pop-up kicked off with a private, invite-only, media event followed by 3 days of wine sampling, bottle engraving and personalized haiku’s and calligraphy available to the public. In partnership with Giftagram, we sold exclusive Josh Cellars Father’s Day gift boxes where consumers could send a gift box with wine to their Dad to arrive in time for Father’s Day.

The Strategy

Joseph Carr, the founder of Josh Cellars and son of Josh, created the brand Josh Cellars as a tribute to his dad. The company was born to celebrate and honor the values of hard work and high standards that Josh Carr had instilled in his son. Josh was a lumberjack from upstate New York and working in the garage was really his version of the American Dream; so, when Joseph Carr started Josh Cellars, he started it in his garage.



People attended our Josh Cellar’s pop-up in Grand Central


Bottles of wine were sold


Fathers day cards were customized by calligraphers