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To celebrate the debut of its new 10 calorie version, Vitamin Water opened a pop-up shop in the former Helio space, next to Urban Outfitters, at 628 Broadway in Soho (technically Noho, but we’ll give it to them).
On the night of Thursday, April 2 (the same day as the opening of Topshop down the street), the store held an opening party, setting up a red carpet and bleachers for invited guests right on the sidewalk. And it was not without star power – actress Carmen Electra hosted the event.
The store itself offers complimentary bottles of Vitamin Water 10 (in four flavors, including Vitamin C-abundant lemonade and antioxidant berry), which guests can enjoy in a minimalist setting featuring seating areas, videogames on a Wii, and a photobooth in the front window (that’s visible to passing traffic on Broadway). Another window facing the street features a live model, decked out in the colorful tee shirts, white short-shorts, and knee-high socks all the employees were wearing (since of course 2009 is actually just The ’80s, Part Two).
Unfortunately, the store is only temporary, meaning weary Soho shoppers can’t count on that refreshing free Vitamin Water for long.