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In December 2024, Vox in partnership with Eater, invited their digital food-and-dining publication’s audience and sponsor partners to Under Wraps, Eater’s exclusive holiday market and hidden cocktail lounge dedicated to Eater’s vision of holiday perfection: The best people. The best gifts. The best drinks. The best treats.
Really, just the best parts of the season.
Central to the space were immersive vignettes showcasing products handpicked by the Eater editorial team. Sparks designed two distinct spaces with unique yet harmonious identities: The Market, featuring bold, playful simplicity, and The Cocktail Lounge, which offered an intimate, moody atmosphere. The transition between the two was highlighted by a striking bookshelf reveal, lined with iconic Eater-branded tomato cans.
The Eater tomato cans, inspired by the prestigious Eater awards for Chef of the Year, Best New Bar, and Best Restaurant, were displayed throughout the venue. These cans served as both décor and a playful “if you know, you know” nod to Eater enthusiasts.
To enhance versatility, Sparks created spaces that could be quickly adapted for various programs, including test kitchen sampling, cookbook signings, and gingerbread house decorating. The editors’ picks were elevated as installation centerpieces, creating a hierarchy that blended seamlessly with the overall design.
Throughout the project, the Sparks creative team worked closely with Eater’s brand, editorial, and creative teams to design a balanced and cohesive consumer experience. By focusing on moments of surprise and delight, including the seamless transition between spaces, Sparks delivered an event that celebrated the spirit of Eater while offering guests a memorable holiday shopping experience.
Hidden inside the space was a secret, cozy cocktail lounge as well where guests could book a reservation to enjoy dessert flights made in collaboration with some of New York’s best bakeries like Lady Wong, Salswee, and Hani’s, as well as seasonal sips and surprises for a very sweet, very Eater, very exclusive holiday moment.
The event brought Eater’s audience together to celebrate the holidays in style, enjoying beloved Eater favorites. Over the course of two days, the event attracted more than 1,500 attendees, resulting in nearly all holiday shop items and sponsor offerings selling out. This overwhelming success underscored the powerful impact of the experience on attendees.
- 1500+ attendees (turnout exceeded expectations by 50%)
- 6.6M+ Impressions
- 380 individual items sold
- 52% of purchasers opted to donate to World Central Kitchen
- 1,400 samples served
- 170 curate items for sale
Nomination Title: Vox Media Eater Under Wraps
