TENSPACE is likely unlike any store on the Short North, and that's kinda why it's amazing. To put it in their own words, "Every 8 weeks, TENSPACE opens a free, unticketed, and immersive experience where you can get to know an online brand in real life. TENSPACE is located in the heart of the midwest, Columbus, Ohio, and is open Wednesday - Sunday and also offers ticketed experiences during each brand's experience."
Essentially, a company pays TENSPACE to host a marketing event at the space for 8 weeks.
When I stopped in, they were working with Olipop (a health-focused soda company). It looks like they've done partnerships with Ban.do and other companies in the past. (I'm actually sad I missed the Ban.do one.)
TENSPACE, at least for the Olipop pop-up, really is marketing done *right*. I walked into this beautifully-decorated, open space that was all about the brand. As the representative explained, everything about the space was specifically curated in partnership with the brand to help you experience what the brand's about. For Olipop, they were looking for the feeling of summer relaxation and fun with people you care about, so the space was decorated in fun, bright colors with a faux soda bar, cornhole, a picnic table, and more.
It's hard to really explain how beautifully curated it all is, honestly. It's overwhelming at first glance, but as you settle in, you really notice the attention to details - like the branding on the Connect Four board, the wall that encouraged you to think back to your favorite flavors and what memories they inspired, or even the flavor descriptions that were on the bags for the Cornhole game. There's just so much everywhere.
Marketing amazement aside, it's just a really, really fun experience. It's like being temporarily teleported to another world where you're encouraged to just hang out and be in the space. With minimal things to buy (just two things for Olipop - a sampler pack of soda or a tote bag), the focus isn't really on purchasing. It's all about experiencing the different aspects of the brand - and leaving with a positive feeling about the brand.
As a customer, TENSPACE offers (at least during the Olipop experience):
-An immersive experience that feels a bit like a wonderland you're encouraged to explore
-Air conditioning - which while walking Short North in the summer is worth its weight in gold
-A free tasting bar you can walk in and try all of the Olipop flavors
-Vote for your favorite Olipop flavor and get a free can to walk out with too
-Games you're encouraged to play and experience with those you're with
-SO many backgrounds and inspiration for selfies. A soda bar. A faux outdoor area with picnic table. Gigantic straws. Bubbles everywhere. "Scented" dressing rooms filled with props that encourage selfies.
This is, of course, if you happen in on a random day. They also have ticketed events and partnerships (like crafting your own popsicles or yoga pop-ups) that integrate the brand into crafted experiences too.
And again, it's all extra-magical because there just isn't a pressure to buy anything. The staff is running the tasting bar, and you're free to explore every inch without the pressure to leave after purchasing.
Really, I'm beyond ecstatic about TENSPACE, and I'm likely coming back every two months to see what immaculate partnership they've put together next. read more