Palm Springs escape to Offer Kimpton Rowan Hotel and Other Ticketed Guests a New Hospitality Retail Social Shopping Experience

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A\N/A ‘Brand Closet Showroom Social’ is a new luxury hospitality/retail platform that allows guests to discover, socialize and shop in a unique social and curated showroom space

Palm Springs escape represents the latest A\N/A ‘Brand Closet Showroom Social,’ (‘Brand Closet’) a new hospitality/retail experience that is changing the way the hospitality industry activates its properties, while engaging the destination traveler in a whole new way...

Kimpton Rowan Palm Springs hotel https://www.rowanpalmsprings.com) and A Non-Agency® (“A\N/A) (http://www.anonagency.com/) will co-host Palm Springs escape, an immersive hospitality/retail experience, January 21-24, 2022. Guided by a team of personal concierges, hotel guests and other ticketed guests will be able to socialize, relax and discover a new curated immersive experience which will include wine and spirits, culinary tastings, global designers, bespoke artisans, community influencers, and a variety of classes on sustainability, health and wellness, stargazing and community empowerment.

“Palm Springs escape represents the latest A\N/A ‘Brand Closet Showroom Social,’ (‘Brand Closet’) a new hospitality/retail experience that is changing the way the hospitality industry activates its properties, while engaging the destination traveler in a whole new way,” explained Michelle M. Collins, CEO & Founder of A Non-Agency, who conceived the Brand Closet Showroom Social platform, as well as directs and leads its execution. “Just as importantly, the Brand Closet also changes how brands reach and engage with consumers, as well as the way consumers shop and socialize, while igniting the local community.”

Specifically, guests must reserve time in advance at Palm Springs escape where they will be able to dine, relax, socialize, and shop, while discovering the themes of artistry, sustainability, curated local experiences, beauty, fashion, wellness, jewelry, wine and spirits, and culinary journeys. In addition to an amenity-rich shopping experience, they will also be able to enjoy Kimpton Rowan’s rooftop pool - the only one in Palm Springs – for the entire day or evening.

"We've transformed a hotel into a destination experience which amplifies this award-winning, stunning hotel into a unique showroom and social space where guests, guided by our team of concierges, can relax and discover artistry, enjoy personal shopping, and support local community organizations, while enjoying all the amenities this exceptional hotel has to offer. The Kimpton Rowan's luxury setting will be transformed into a social gathering for discovery,” Collins noted.

“Our partnership with A Non-Agency provides the platform to create an immersive, sensory experience for our guests. This collaboration to introduce the Palm Springs escape Brand Closet Showroom Social is the inimitable hotel activation we have been seeking. The design, the curation, and guest engagement are all on brand with Kimpton and the Rowan,” said-Peggy Trott, General Manager of Kimpton Rowan Palm Springs.

About the A\N/A Brand Closet Showroom Social

Collins created the Brand Closet Showroom Social concept when she saw an opportunity to transform existing spaces that naturally lend themselves to social relaxation, entertainment, and the discovery of artistry and emerging brands.

“This new DTC hospitality/retail service platform represents a true cultural shift in the ways brands and consumers -- who are seeking experiences with a discovery mindset -- connect. The Brand Closet features beautiful hospitality spaces such as pools, lounges and entertainment spaces combined with elements of a luxurious showroom, a social members club, a dining club, a personal shopper and a multi-brand retail boutique,” Collins explained.

In addition to reinvigorating beautiful spaces and engaging the local community, the Brand Closet allows brands to derive meaningful ROI that far exceeds that of traditional retail settings, ecommerce, and even the most successful pop-ups. For example, more than 63% of guests made a purchase at the first-ever Brand Closet Showroom Social in Miami earlier this year. This is in stark contrast to these established industry conversion rates:
o    7% or 8% in a traditional retail setting
o    2% for online shopping.
o    28% for high-performing pop-ups

According to Philippe Soussand, a former executive at LVMH and founder & president of Soussand Associates, a global marketing strategy consultancy, “Today’s discerning consumers are more selective about how and where they spend their time and money. They are seeking a highly-personalized experience that allows them to socialize, as well as explore and shop new products or established luxury brands or even works of art in inspiring and immersive settings. The Brand Closet Showroom Social is a bellwether for the future of high-end retail and hospitality.”

About Palm Springs escape

Palm Springs escape represents the second Brand Closet that Kimpton Hotels has partnered on and co-hosted with A Non-Agency®; the first-ever Brand Closet was held at Kimpton Angler’s Hotel South Beach in Miami Beach earlier this year. BeBodyLife is a sponsor of Palm Springs escape; Fashion Week Brooklyn (FWBK) (https://www.fashionweekbrooklyn.com/) is collaborating with A Non-Agency to raise visibility for sustainability-focused designers that are participating in the Brand Closet, as well as to promote FWBK and Sustainable Fashion Week. Dawn McCoy, who will serve as Palm Springs escape’s Ambassador of Joy and Wellness, will co-host “A Day of Joy and Wellness,” a fundraiser to benefit Holton’s Heroes, a pediatric brain trauma non-profit, on Sunday, January 23, 2022, at Kimpton Rowan.

A complete schedule is available here: https://bit.ly/3wJvUpE. Ticket prices for Palm Springs escape range from $75 - $1,600; to purchase passes, visit: exploretock.com/reservebrandcloset.

About Kimpton Rowan Palm Springs

Kimpton Rowan Palm Springs is an urban oasis that effortlessly blends laidback cool and rugged desert beauty with high style, culture and unrivaled Kimpton hospitality. The 153-room boutique hotel boasts the city’s first and only rooftop pool complete with six luxury cabanas, two restaurants and two bars, idyllic views of the San Jacinto Mountains and desert landscape, and more than 16,000 square feet of multipurpose indoor and outdoor space for custom events & meetings. With its prime location anchoring the very center of The Block downtown Palm Springs, Kimpton Rowan Palm Springs puts guests just steps away from some of the city’s best dining, shopping, art and attractions. For additional information, visit http://www.rowanpalmsprings.com or call 760-904-5015. To learn more about the downtown Palm Springs redevelopment project overseen by Grit Development, visit http://www.gritpalmsprings.com.

About A Non-Agency®

Ranked #413 on the Inc. 5000 for 2020 and based in New York City, A Non-Agency is a consumer experience marketing consultancy based in New York City. The firm maintains a small, highly-specialized and meticulously-selected team of Directors of Creative, Strategy, Experience Design, Fabrication and Technology, to ideate and produce the next evolution of installations that are changing the way consumers experience and buy brands. Such agencies of record as Wasserman, Publicis, M&C Saatchi and Digitas, as well as luxury and other global brands, including Richemont N. America, Delta Airlines, Lancome, Van Cleef & Arpels, Google Play, and Kate Spade, to name a few, have tapped Collins and A Non-Agency to develop and deploy their first experiential marketing strategies and installations. Collins has been sourced by such publications as Women’s Wear Daily, Forbes, Event Marketer, Retail Wire, Modern Restaurant Management, VMSD and Commercial Property Executive for her insight into retail and consumer experience marketing trends. Visit http://www.anonagency.com.

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Michelle Collins
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