photos  :   Ryan Kobane

photos Ryan Kobane

Alex and Ani

Mystic Mobile

october 2017

With the intent of bringing Alex and Ani’s sought-after “Signs and Symbols” collection to a wide consumer audience, The Gathery produced a clever mobile pop-up experience that took over key target locations during a weekend in New York. The Mystic Mobile, a welcoming wellness center on wheels, was created in a retrofitted Airstream designed in a simple and welcoming natural palette with Gypset-inspired accents such as linen pillows, sand floors, crystals and potted succulents.

Guests were greeted by our “shamans” who took them through a prescriptive “blueprinting” process from which they were assigned and gifted a specific Signs and Symbols talisman. Visitors in line were welcome to hang out in our urban oasis surrounding the Airstream comprised of two hanging meditation pods offering much-needed respite from the hustle and bustle of the Big Apple.


Brand Strategy and Planning
Creative Direction
Art Direction
Experiential Design
Custom Fabrication
Event Production and Management
Brand Ambassadors
Photo Production