University of Michigan
Immersive Pop-Up
Summary
Michigan’s alumni community is one of the largest—and most passionate—in the country. For one weekend in Chicago, The M Den helped them reconnect with the spirit of their alma mater by bringing a beloved piece of Ann Arbor to the heart of the city.
Their Ask
Create a temporary retail experience in Chicago that would bring The University of Michigan’s official merchandise store, The M Den, closer to alumni and fans during football season.
Our Solutions
Turnkey transformed a 7,300-square-foot storefront in Chicago’s Lincoln Park into The M Den, an immersive retail destination for Michigan fans. Creating opportunities to shop, gather, and celebrate Michigan pride, the pop-up gave alumni a place to reconnect with both their school and each other.
Through The M Den, Turnkey helped Michigan transform alumni engagement into an in-person brand experience. By creating a destination that reflected the university’s identity, the activation strengthened school pride and extended the reach of the Michigan brand beyond Ann Arbor.
By The Numbers
7,300 sq. ft.
retail destination
$165,000+ event specific
product sales
6 retail partners
featured under one roof
Experience
