Red Bull Curates NYFW

In a saturated ecosystem like New York Fashion Week, a brand really needs to think outside the box to make a big impact. Red Bull’s takeover of Square Diner in Tribeca, in our humble opinion, did just that. Experienced Visuals documented the mouth-watering menu, colorful cocktails, and even more colorful diners as part of our ongoing partnership with Red Bull.

The Square Diner is one of New York City’s last train car diners, serving the Tribeca neighborhood for over 100 years. Red Bull played on the iconic NYC aesthetic while keeping it fresh by serving diner classics like pancakes, chicken fingers, and even black-and-white cookies alongside bespoke Red Bull cocktails.

The takeover kicked off on a Sunday and lasted a full 24 hours, which served as a nod to “the city that never sleeps” but also as a matter of practicality, feeding hungry fashionistas and runway models taking a brief respite from the non-stop events and parties of Fashion Week.

French house duo Polo & Pan kept the energy up with sounds, and patrons kept the vibes cooking no matter the hour on the clock.

We felt this activation was a perfect articulation of old and new, and spoke to Red Bull’s thoughtfulness as a brand: they managed to synthesize the flashy excess of Fashion Week with the classic nostalgia of old New York, something that is difficult to achieve with any sense of authenticity. They knocked it out of the park.