eos × NYLON Dewy Lip Shine Truck – Popsicle Pop-Up in SoHo
eos × NYLON Dewy Lip Shine Truck – Popsicle Pop-Up in SoHo, NYC
For the launch of eos Dewy Lip Shine, NYLON and eos took over Broadway in SoHo on the last day of New York Fashion Week. NVS Visuals wrapped our food truck in eos pink, built a product wall and a pink floral hedge on the sidewalk, and developed five custom popsicles matched to the five Dewy Lip Shine shades, in color and in taste. The pop-up ran at 575 Broadway on Tuesday, September 15, 2026, with a press hour followed by a public line that stretched down the block.
The Brief
eos wanted a launch moment that felt like the product: sweet, glossy and very pink. NYLON brought the idea of a truck that served treats inspired by the new shades and gave guests a reason to stop, taste, take a photo and leave with a lip shine.
- A truck that reads as eos from a block away, on one of the busiest shopping streets in New York
- A treat that tastes like each Dewy Lip Shine shade
- A press hour, then a public line, gift bags and surprise giveaways
How We Built It
The truck. We wrapped our food truck in eos pink with “dewy Lip Shine” lettering, extended the branding to the roof and printed the Dewy popsicle menu for the window.
The popsicles. Our culinary team developed five flavors, one for each shade: Dirty Chai, Strawberry Milk, Peach Fizz, Jelly Donut and ‘Nilla Glaze. We produced them in our commissary and wrapped them in custom eos packaging.
The canned water. We produced eos-branded canned water in-house and kept it cold in branded coolers on the truck.
The product wall and hedge. We built a product wall with acrylic holders for the lip shines, 3D Dewy signage and live florals from ballet pink to hot pink, and a hedge wall with a mirror moment for photos.
Permits, staff and line. We permitted the Broadway location, staffed the truck and the line, and dressed every team member in matching uniforms with white eos hats. A brand ambassador checked in press on an iPad, the first 50 guests in line got a gift bag with the full Dewy collection, and every 25th guest after that got a surprise mist and lotion.
Read the full eos case study for how we developed the flavors.
eos × NYLON Dewy Truck – Provided Services
Vehicle & Graphics
- Food truck from the NVS fleet with a full eos pink wrap and roof branding
- Popsicle menu, signage, A-frame and cooler graphics
Food & Beverage
- Five custom popsicle flavors matched to the Dewy Lip Shine shades
- Custom popsicle packaging
- eos-branded canned water, produced in-house
Fabrication
- Product wall with acrylic holders, 3D Dewy signage and live florals
- Pink floral hedge wall with mirror photo moment
Production & Logistics
- Permits for 575 Broadway
- Staff in matching branded uniforms and hats, press check-in and line management
- Gift bag and giveaway program, load-in and strike