LOS ANGELES—BÉIS launched in 2018 on the idea that every traveler can jet set in style without breaking the bank. Four years and a global pandemic later, the El Segundo-based brand was finally able to host its inaugural experiential activation, The BÉIS Motel, which brought that concept to life in what MKG’s lead producer Michaela Petigrow called a “deeply collaborative” effort.
The BÉIS-branded brick-and-mortar motel—which opened at the Glass Box pop-up space in LA's Grove on May 25—was created in partnership with New York-based creative agency MKG. Petigrow attributed the success of the pop-up to the trust between the two companies.
“What was also unique was that BÉIS really wanted to push the boundaries of the 270-square-foot glass box,” she explained. As a result, MKG also built out a 10-by-10-foot space on the side of the venue and “sprinkled in surprise-and-delight mini activations throughout the month.” Fittingly, those included “roaming bellhops with a cart full of BÉIS luggage to draw attention every Saturday and fun Slushie Happy Hours.”
Since its opening, The BÉIS Motel has welcomed 5,000 guests, with expectations to “check in” at least 8,000 before it closes on June 19.
Keep scrolling for a closer look into (and some steal-worthy event inspiration from) the motel, including its interactive touchpoints, photo-worthy moments, and tech-forward shopping opportunities.
The BÉIS Motel takes over the 270-square-foot Glass Box pop-up space at The Grove, decked out in all things BÉIS. The pop-up opened on May 25 and is free to the public. On June 4, an invite-only event was held at the motel, where actress and BÉIS founder Shay Mitchell made an appearance.
At the VIP gathering, influencers “filled their own terry clutch (new from the Terry Collection) with different on-the-go products that brands so generously donated to BÉIS,” said Michaela Petigrow, the lead producer at MKG, the creative agency behind the motel. Items included beauty products courtesy of OUAI, swimsuits by Monday Swimwear, makeup from Kylie Cosmetics, and more.
Photo: Marissa Joy Photography
“The main focus for BÉIS and this pop-up overall was brand awareness. The Grove is a high-traffic area centered around the Glass Box, so we knew that—coupled with our eye-catching design and fabrication—we’d get a ton of visibility,” Petigrow explained of why MKG settled on the location. “Additionally, The Grove gives e-commerce brands like BÉIS the opportunity to test drive having a brick-and-mortar store.”
Photo: Marissa Joy Photography
Upon entering the space, guests are greeted by a BÉIS-branded check-in desk. Any attendees that make a purchase on-site will receive a 15% discount, reusable bag, and pink motel keychain boasting the company’s logo that hangs on the keywall behind the desk.
For those who make an online purchase, “because guests could not walk away with products on the spot, we wanted to offer some fun gifts to walk away with,” Petigrow said.
Photo: Marissa Joy Photography
A seating area filled with lounges in BÉIS’s signature, neutral color palette and live greenery make the space feel like a luxe lobby. “A key element we drew inspiration from was the photoshoot for the Terry Collection at the Trixie Motel,” Petigrow explained. “We fused BÉIS beige with technicolor from the Trixie Motel to create The BÉIS Motel.”
Photo: Marissa Joy Photography
Petigrow cited that the faux elevator is key to bringing the motel to life. As an interactive touchpoint, guests can scan a QR code alongside the elevator button to open up an AR filter on their phones, which allows them to bring the elevator to life and see what lies behind the doors.
Another QR code in the space gives guests access to customized beauty filters. They can take a photo with the filter and post it to their social media to receive a free slushie.
Photo: Marissa Joy Photography
Petigrow told BizBash that the level of brand awareness is the pop-up’s greatest success. “Not only was the pop-up attracting crowds of people each day, but for consumers to see the products and personality of the brand in real life has been so amazing to watch,” she said.
“I think the pop-up also pushed the boundaries of what can be done within the Glass Box space,” Petigrow added, pointing out that MKG utilizes all four sides of the venue’s exterior. On one side is the BÉIS Oasis area to evoke feelings of lounging poolside.
Photo: Marissa Joy Photography
The motel’s interior has three main display areas, including shelves (pictured) that feature core products and fan favorites from BÉIS’s collections. The 1970s-era TV from the Terry Collection’s campaign shoot is showcased, plus BÉIS travel bags and totes, summery coffee table books, and other themed trinkets.
Photo: Marissa Joy Photography
A pink, retro keyboard is a standout touchpoint at the check-in desk. Here, guests answer questions to sign up for targeted marketing emails. Each attendee that does so will be entered to win a two-night stay at the Trixie Motel in Palm Springs, where the campaign for the Terry Collection was shot.
Photo: Marissa Joy Photography
“Our gumball machine is filled with white and black gumballs, [where] guests can spin to win,” Petigrow explained. “If they receive a black gumball, they are allowed to choose a small product of their liking to take home!”
Photo: Marissa Joy Photography
A bellhop cart staged outside The BÉIS Motel shows off some of the brand’s core luggage and weekender bags. “BÉIS products are really known for their functionality as well as how chic they are,” Petigrow said. To flaunt this, BÉIS employees will be on-site running demos, showing guests “the fun pockets hidden in the products and all of the key features of the bags.”
Photo: Marissa Joy Photography
On the back wall of the motel, a fun, branded photo op that plays on a postcard reads “Greetings from Los Angeles.” Guests will also find one of BÉIS’s taglines, “Get Lost. Find Yourself. Repeat.”
Photo: Marissa Joy Photography
The BÉIS Oasis on the side of the motel was a faux pool “made with painted acrylic, tiled walls with the [BÉIS] logo, and blown up campaign imagery of the Terry Collection,” Petigrow said.
Fabrication is executed by Brooklyn-based Pink Sparrow, and graphics are courtesy of Atwater in LA.
Photo: Marissa Joy Photography
During Slushie Happy Hours every Saturday, BÉIS gives away complimentary frozen slushies “poolside” at The BÉIS Oasis.
Photo: Marissa Joy Photography
Guests over 21 have the option to top off their slushies with Onda, Shay Mitchell’s tequila-infused seltzer brand. “We even have customized BÉIS Motel koozies for those who prefer to take their Onda on the go,” Petigrow said.
Photo: Marissa Joy Photography
BÉIS-branded sanitary wipes and hand sanitizer bottles were offered to guests upon arrival.
Photo: Marissa Joy Photography
A retro motel sign that reads “The BÉIS Motel, No Vacancy,” serves up the ultimate curb appeal, and MKG expects at least 8,000 guests to visit the pop-up before it closes on June 19.
Petigrow said of the brand’s social efforts that accompanied the motel: “BÉIS has teased the pop-up since April Fool’s Day! They actually created an April Fool’s post that included a graphic of our motel sign and joked that they were launching an actual motel! They then circled back saying, ‘We aren’t creating an actual motel, but popping up a motel-themed experience at The Grove.’ This sparked a ton of excitement on their social, and people were counting down the days til the pop-up.”
Photo: Marissa Joy Photography
