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Giant Camera Catches Precious Moments — Insta360 Pop-Up Event at New York Grand Central Terminal

client:
Insta360
region:
APAC

Introduction

Chinese Camera Brand Shines in New York

In April, Insta360 and Uniplan brought the new X5 camera to New York with a dynamic launch event.

Insta360 is a Chinese intelligent imaging technology brand that specializes in panoramic cameras and action cameras. It has maintained a dominant position in the global panoramic camera market for six consecutive years.

At the event, Insta360 unveiled its new flagship camera, the X5. The brand invited visitors to get hands-on with immersive experiences that brought them closer to the product and its capabilities. Drawing inspiration from the X5's new camera module, the booth design features a highly recognizable signature installation, which became the most eye-catching presence at the venue.

The Challenge

An innovative pop-up event in a century-old building

Hosting an innovative pop-up event in a century-old building like Grand Central Terminal is inherently a significant challenge.

Not only did we have to strictly adhere to the venue regulations, but we also needed to complete the setup and teardown in an extremely short time to ensure a seamless process throughout. However, overcoming these constraints is exactly what gave the project its edge.

What We Did

Right in New York Grand Central Terminal!

One of the key factors behind the success of this event was the team’s selection of an exceptional venue. But how do you stage a highly creative brand moment inside New York’s Grand Central Terminal, one of the busiest transport hubs in the world?

According to the project lead, Grand Central Terminal was chosen for its iconic status and massive daily foot traffic, providing the ideal backdrop to match the ambition of the X5 launch. The goal was to leverage this global stage to share Insta360’s spirit of constant innovation and boundary-pushing with an international audience.

How We Delivered

Amplify visual impact and create an immersive experience

To create a striking brand experience, the team presented the product through a large-scale tangible installation.

The camera module was transformed into a visually impactful three-dimensional camera, which quickly captured people’s attention and became a major highlight at Grand Central Terminal.

The booth design drew inspiration from the all-new camera module of Insta360 X5. A 3.6-meter-tall installation modeled after the X5 became a striking visual centerpiece, amplifying the product’s design language and standing out as a landmark within Grand Central Terminal.

Meanwhile, a special creator challenge session was set up on-site, inviting audiences to shoot creative content with the X5 and share it in real time, which sparked the enthusiasm of the on-site viewers to post content.

In addition, we also built a complete interactive experience mechanism to actively engage with on-site participants. They picked up the X5 on site, captured their creative moments at Grand Central Terminal through the lens, and uploaded the content to social media in real time. This "shoot-and-share instantly" content mechanism not only enabled natural exposure of the product but also ignited an atmosphere of content creation on site, successfully achieving a breakthrough into broader audiences.

Although the event didn’t start until 9 AM that day, fans in New York began queuing as early as 3 AM, with the line stretching for hundreds of meters, making it a highly popular event!

The Key Facts

Project: Insta360, in collaboration with Uniplan, created an immersive pop-up event for the launch of its new X5 product.

Mission: The primary goal of this event was to unveil Insta360’s brand-new flagship product, the X5, while leveraging immersive experiences to bridge the gap between the brand and its users.

Solution: The camera module was translated into a striking 3-meter-tall installation, a sculptural take on the product and a clear visual anchor in Grand Central Terminal. An interactive experience rounded out the activation.

Result: With over 20 million social impressions, the “Think Bold.” campaign came to life in a pop-up that fused creativity, trends, and tech. A standout moment for Insta360 brought to life on the world stage.

The Numbers

800+ on-site interactions

20 million+ online impressions

What They Said

The challenging spirit and creativity demonstrated by the entire Insta360 team were truly impressive — whether it was every detail of the on-site execution or the energy they brought when interacting with creators. What’s more, I ran into my idol William H. Macy at Grand Central Terminal! I never missed a single episode of Shameless, and I even pulled him over for a photo!
— Allen Li, Account Director, Uniplan China