Entertainment marketing agency StreetVirus enlisted ALT TERRAIN to help plan, produce and execute the New York City product launch of Katy Perry's Purr Fragrance.

Six month of planning, multiple city event permits, and safety regulations we required to hold a celebrity pop-up shop event in New York City's Greeley Square Park across from Macy's.

Katy Perry arrived in an wrapped ice cream truck to her event, consumers waiting were entertained by professional clowns, jugglers, and other professional street entertainers.

Once consumers purchased the product they were invited to meet Katy Perry and have her sign their perfume bottle, poster or other desired items, plus take a photo with her.