NEW YORK, NY – December 2025 – In an era where consumers crave authentic connection, Modelones, the global nail brand, is making a strategic bet on the power of in-person joy. Following the resounding success of its immersive November pop-up at Soho’s Haraz Cafe, the brand is scaling its community-first philosophy with a citywide Holiday Pop-Up Tour on Saturday, December 20, 2025.

This initiative is a direct evolution of a winning formula. Last month at Haraz Cafe, Modelones moved beyond transactional marketing, creating a multidimensional space where complimentary manicures, playful games, and curated coffee converged. The result wasn’t just an event; it was a case study in building brand affinity. The strong turnout and organic social buzz supported a core brand thesis: meaningful, hands-on experiences are likely to foster deeper loyalty than traditional advertising.

Beyond a Pop-up: How Modelones Transformed a Soho Café Into a Community Heartbeat

The activation was built on the core pillars of engagement:

• Building Trust Through Tangible Experience: The complimentary professional manicure station acted as a live product experience lab. By removing all barriers, it allowed guests to appreciate the ease of application, professional-grade finish, and durability firsthand. This direct interaction encouraged casual interest to grow into product confidence and authentic advocacy.
• Creating an Immersive Brand World: The space was curated as a sensory playground that reflected the brand’s spirit. The thematic claw machine and prize wheel were not mere games but interactive touchpoints that expressed playfulness and generosity. The partnership with Haraz Cafe to offer specialty coffee crafted a complete “coffee & nails” lifestyle moment, positioning Modelones within cherished daily rituals of self-care and indulgence.
• Empowering Community Co-Creation: The aesthetically designed photobooth served as a powerful engine for user-generated content. It empowered guests to become co-storytellers, creating authentic social proof that expanded the event’s reach far beyond its physical location through genuine, peer-to-peer sharing.
• Forging Authentic Emotional Connections: At its heart, the event facilitated direct, joyful dialogue between the brand team and the community in a relaxed setting. This face-to-face interaction fostered a powerful sense of belonging, effectively transforming customers into a true brand community.

The Holiday Tour: A Mobile Blueprint for Engagement

Leveraging these insights, the December tour is designed to deliver festive magic while reinforcing Modelones’ commitment to its community.

• A Holiday Narrative Come to Life: Central to the experience is a live Santa Claus, accompanied by specially trained canine “reindeer.” This whimsical touch is intended to be more than a photo-op; it’s a shareable story that embodies the season’s spirit of generosity.
• The Gift of Extended Experience: True to its generous approach, Modelones will gift every participant a curated Gel Mini Salon set. This aims to transform a fleeting festive moment into a lasting at-home experience, extending the brand relationship beyond the event itself.
• Designed for Co-Creation: Each stop is conceived as a photogenic community outpost, engineered to empower guests as content co-creators—a strategy shown to amplify reach authentically.

Join the Inner Circle: Become Part of the Story

For those inspired to dive deeper, Modelones invites you into its core community. The official Modelones NYC Insider Facebook Group is the digital home for ongoing connection.

Scan to Join Modelones FacebookGroup

Event Details at a Glance

What: Modelones Holiday Pop-Up Tour
Date: Saturday, December 20, 2025
Admission: Free & Open to the Public

Tour Stops & Times:

• 9:00 AM – 11:00 AM | Union Square (975 5th Ave)
• 12:00 PM – 2:00 PM | Herald Square (1356 Broadway)
• 3:00 PM – 5:00 PM | Soho (480 Broadway)

About Modelones

Modelones is a world-leading nail art brand headquartered in Los Angeles, with a presence in over 30 countries and a community exceeding 10 million users. Celebrated as a high-value brand and featured in major media outlets, Modelones is dedicated to redefining the nail experience through innovative products and unforgettable, community-centric offline activations that aim to build lasting relationships.