New York City had a moment this April that felt lifted straight from the pages of Runway magazine. Before The Devil Wears Prada 2 even reaches theaters, the sequel’s cultural footprint has already landed on Manhattan’s streets — cocktail cart first.
Grey Goose spent the better part of April rolling a series of pop-up carts through three of the city’s most visible public spaces, serving a film-themed espresso martini to anyone who happened to be walking by. The campaign wrapped on April 23, but with the film hitting theaters on May 1, the conversation it started is far from over.
What the Pop-Ups Actually Looked Like
Grey Goose deployed a series of “Devil’s Roast” pop-up carts across Manhattan throughout April, featuring a reimagined espresso martini inspired by Miranda Priestly’s iconic coffee order from the original 2006 film, served alongside gold-dusted popcorn.
The carts made stops at three Manhattan locations: Hudson Yards on April 14, Zuccotti Park on April 21, and Manhattan West Plaza on April 23. Each activation ran in two windows during the day, giving commuters, film fans, and the generally curious a window to participate in what amounted to a free, cinematic tasting moment in the middle of the workweek.
The drink itself — Grey Goose vodka, espresso, finished with three gold-dusted coffee beans — was designed to mirror Miranda Priestly’s exacting coffee standards, which anyone who has seen the original film will recognize immediately. The gold-dusted popcorn was the kind of detail that photographs well and travels fast on social media, which was clearly the point.
Heidi Klum, Runway Magazine, and a Lot of Craft Talk
The broader campaign features Heidi Klum in original content created in partnership with BBH USA, set in the world of the sequel, with Klum reflecting on the exacting standards behind Runway Magazine and the fashion industry — drawing a parallel to the craftsmanship behind the cocktail itself.
Klum’s presence in the campaign is a natural casting choice. She has spent decades operating at the intersection of fashion, television, and entertainment — the same cultural space the Devil Wears Prada franchise occupies. Klum commented that she has always loved how both fashion and film tell a story, and that the same level of craft makes the Grey Goose collaboration feel cohesive — noting that every look, every line, and every detail has to be just right.
The content piece was created by BBH USA and is part of a multi-platform rollout that extends well beyond the Manhattan pop-ups.
Why Grey Goose and This Film Make Sense Together
The partnership is not an arbitrary celebrity tie-in. Grey Goose has maintained a consistent presence in fashion culture for years, with activations at New York, Paris, and London Fashion Weeks. According to Grey Goose’s Vice President of Global Marketing Aleco Azqueta, collaborating with The Devil Wears Prada 2 felt like a natural extension of the brand’s legacy, given its French heritage and longstanding connection to the world of fashion.
The original film, released in 2006, became one of the defining cultural texts about New York’s fashion industry — the kind of movie that shaped how a generation understood what it meant to work in that world. A sequel arriving in 2026, more than two decades later, carries genuine nostalgia weight. Anchoring a campaign to that nostalgia while giving it a physical presence in Manhattan is a strategy that understands where its audience actually lives.
What Happens When the Film Opens on May 1
The campaign does not end when the pop-up carts are packed away. Select theaters nationwide will feature specialty Grey Goose cocktails when The Devil Wears Prada 2 opens, and a limited-edition Grey Goose specialty box inspired by the film has been available at select retailers since April 1.
High-impact out-of-home billboards have also been rolling out across New York City, bringing the film’s fashion-forward energy to city streets ahead of opening weekend.
For New Yorkers who caught the pop-up at Hudson Yards or spotted a billboard on the way to the subway, the experience has already begun. For everyone else, May 1 is the entry point — and the film will arrive in a city that has spent the past month being thoroughly reminded that Miranda Priestly is back, and she still has standards.
The Devil Wears Prada 2 opens in theaters on May 1, 2026.
