A recap of the 2010 WIRED Store

1. 2010 RECAP

2. WIRED STORE 2010
November 19-December 26, NYC
The 2010 WIRED Store brought the pages of
WIRED to life in an interactive shopping
environment offering affluent consumers the
latest gifts and gear. The sixth annual WIRED
Store was a one-stop destination for the
stylish tech set, and the holiday press.
■ 32,000+ NYC Shoppers
■ 66,000 Online Shoppers
■ 270 Featured Products
■ 4,000 Guests at 16 Special Events
■ $19 Million in Initiated Sales
■ 400 Million Press Impressions
The 2010 WIRED store invited visitors to
play, shop and share.

3. PLAY | SHOP | SHARE

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9. WIRED STORE 2010
Opening Night Party
The 2010 WIRED Store hosted a full roster of
premier events, offering advertisers key
celebrity gifting, sponsorship and private
hospitality opportunities.
Opening Night Party
DJ’d by Santigold, this exclusive preview event
hosted over 1,000 VIPs, tastemakers, and
industry insiders.
PLAY | SHOP | SHARE

10. WIRED STORE 2010
Premier Events
Game Day Sundays
WIRED’s tricked-out football series offered guests Sunday
pigskin action on a suite of the latest flat panel TVs, along
with local brews.
GeekDad DIY Family Days
Centered on projects for kids and adults, this series featured
fun activities and unique takeaways while inspiring the DIYer
in all of us.
Music Spotlights
An anchor Store series, these live performance nights
featured the latest DJs and live acts from a host of NYC indie
record labels.
Wine Down with Andrew Marc
An exclusive wine tasting event and fall fashion showcase,
this event married themed wine selections with fashion and
media, exciting giveaways, and more.
PLAY | SHOP | SHARE

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14. WIRED STORE 2010
Active and Engaged Shoppers
The WIRED Store proved to be a highly
interactive shopping destination that allowed
shoppers to touch, test and tinker with the
most ‘wired’ products on the market.
Young, Affluent, and Successful
Male/Female 65%/35%
Average Age 33 years
Average HHI $149,047
Graduated College+ 84%
Postgraduate Study/Degree 36%
Top Management 34%
PLAY | SHOP | SHARE

15. WIRED STORE 2010 “I loved it. I’ll be going
home to make purchases!”
Data Points
■ 83% are extremely interested in attending next year
■ 92% believe the WIRED Stores exceeded their “We were four Italian
expectations friends visiting NY for four
days and we visited the
■ 92% feel the WIRED Store is a great place to learn
WIRED Store twice!”
about the hottest gifts, gadgets and gear
■ 94% of attendees took action as a result of visiting the
WIRED Store!
■ 54% recommended a product they saw featured at “Amazing. Loved discovering
new products and having the
the store chance to play with them in
the store.”
■ 46% researched a product online at WIRED.com/
wiredstore
■ 20% purchased a product online at WIRED.com/
wiredstore “I had a wonderful time
checking out the gadgets
■ 14% purchased a product somewhere else after and latest technology.”
seeing it featured at the WIRED Store
PLAY | SHOP | SHARE

16. WIRED STORE 2010
New and Improved Online Shopping Site
The award-winning WIRED Store website allowed
consumers around the globe to shop the WIRED
Store’s high-tech inventory, build customized
shopping lists, access sweepstakes, flash sales,
and a host of other digital extras.
■ 66,000 Unique Visitors
■ 405,000 Page Views
■ 270 Featured Products
■ $19 Million in Initiated Sales
PLAY | SHOP | SHARE

17. WIRED STORE 2010
WIRED Personalities Create a Viral Voice
This year, the WIRED Store came to life
through unique personas that dictated
experiential areas throughout the Store.
The lifestyle and voice of each persona
unfolded within the walls of the Store and
extended into the social sphere.
Driving the social theme of the 2010 WIRED
Store, each persona tweeted, posted, made
gift recommendations, answered fan/
follower questions, announced special
events and much more.
The personalities on the next page create
multiple entry points for the WIRED
community and our partners as well as
foster deeper connections with our
burgeoning online community.
PLAY | SHOP | SHARE

18. WHAT’S YOUR
WIRED PERSONALITY?
MAKER GADGET GIRL ADVENTURE CAPITALIST DIGITAL GENTLEMAN
Hackers, modders, fabbers, This wired up woman can come to This fan of extremes can swim the This well appointed gentleman has a
tweakers. These ‘passionate your rescue with the techie tool Polar Bear Challenge before you finish penchant for pretty tech. Expect to see
amateurs’ are building their own kit she’s toting in her Chrome breakfast, and has an arsenal of tech him relaxing in his Herman Miller, a nice
blimps, reducing their footprint, and bag. She always knows which tools that’ll tell you how many calories tumbler of whiskey, and perusing WIRED
customizing their cribs sans the piece of hardware will make he burned and how much REM sleep on his leather-encased iPad.
help of so-called professionals. your life easier. he’ll need to recover.
GASTRONAUT CULTURAZZI SMARTER UPSTARTER
Kiss your average Don’t go head to head He might have long
sunny side ups in a game of trivia with hours, but take a look at
goodbye. This mad WIRED’s resident these cubes and you’ll
scientist meets foodie culture vulture, who’ll see that the smart, savvy
will cryo gun your always out-Simpsons and ambitious Valley
cocktails, sous vide quote you and knows Pack has perfected the
your chops, and the secrets behind science of ‘bleisure.’
explain the tech Inception’s
behind biodynamic soundtrack.
wine.
PLAY | SHOP | SHARE

19. WIRED STORE 2010
Promotional Plan: Building Buzz
WIRED implemented a robust
promotional plan, which generated nearly
100 million promotional impressions
for the 2010 WIRED Store.
PRINT DIGITAL
Bon Appetit arstechnica.com
Conde Nast Traveler gq.com
Details Newyorker.com
Glamour wired.com
Golf Digest wsj.com
GQ
The New Yorker SOCIAL MEDIA
Vanity Fair Facebook
WIRED Foursquare
New York Magazine Twitter
Wall Street Journal
OUTDOOR
EMAIL NASDAQ
WIRED Street Teams
New York Magazine
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20. WIRED STORE 2010
Hollywood’s Playground
Celebrities flocked to the sixth-annual WIRED
Store to check out the latest gadgets and gear Stephen Baldwin, Actor Adrian Grenier, Actor &
Musician
of the holiday season.
■ BG5
■ Stephen Baldwin
■ Ed Begley Jr.
■ Katrina Bowden (30 Rock)
■ The Bumbys
■ Grizz Chapman (30 Rock)
■ Dennis Crowley (Foursquare)
■ Kelly Cutrone
■ Michael Fury (Dangerous Muse) Matthew Settle, Actor
■ Chris Milk (Artist, Director)
■ Danger Mouse
■ Matthew Modine
■ Robert Perlick-Molinari (French Horn Rebellion)
■ Santigold
■ Matthew Settle (Gossip Girl)
■ David Zayas (Dexter)
PLAY | SHOP | SHARE Dennis Crowley, Co- Grizz Chapman, Actor, with
founder, Foursquare Howard Mittman, WIRED VP
& Publisher

21. WIRED STORE 2010
More Press Coverage than Ever Before!
“A “Top Five” event pick by the NYC tourism board!
Spread over three floors in the Tower Records building and featuring a
playground with over 200 products curated by the wizards of techie-
cool, the WIRED Store is Sharper Image on drugs.
—New York Press
The WIRED lifestyle’s glossy pages come to life at the 2010 WIRED Store.
—The New York Times
Both gadget freaks and the tech-averse will find common ground at
WIRED’s sixth-annual holiday pop-up shop. The interactive loft space
offers a glimpse into the future.
—Time Out New York
Heaven for Techies: The perennially drool-worthy WIRED Store is reopening
for the holiday season in the former Tower Records space in NoHo.
PLAY | SHOP | SHARE
”
—New York Magazine

22. 2010 RECAP