Conceptualization: 50%

Implementation: 50%

The Lincoln Summer House x NYC


Client: Lincoln Motors
Industry: Automotive
Type: Pop-Up, Digital
Location: New York


“Butts in seats” project objective  

800k impressions via influencers

Impressive 5% engagement rate


Gradient designed an experiential strategy to showcase Lincoln as a luxury lifestyle brand committed to effortless ownership. Gradient was tasked with creating a structure that could move in and out of Lincoln’s South Street Seaport location several times over the summer, and which reinforced the new brand message through its aesthetic, partnerships, and activities.  



Gradient retro-fitted a shipping container with luxury finishes and experiential activations to bring to life the effortless campaign message. All furniture and decor within the Summerhouse were inspired by the thoughtful and empathetic design of the Lincoln Navigator. Gradient brought in a partnership with the Meditation app, Headspace to create a meditation garden as an experiential touchpoint that gave visitors a moment of calmness from the busy Seaport. 


To further extend its reach, Gradient also implemented a social targeting and amplification campaign and sweepstakes strategy to drive foot traffic and promote test drives.

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