POP MART Brings THE MONSTERS to NYC With Chelsea Market DOOH
POP MART has brought THE MONSTERS to New York City as part of its global 10th anniversary tour, celebrating the creative journey behind LABUBU and the wider character universe.
Running from July 17 to August 31, 2026, the exhibition gives fans a closer look at the decade-long evolution of one of POP MART's most recognizable IP franchises.
From Collectible Culture to City Visibility
To support the NYC stop, POP MART is dominating the Chelsea Market digital network through billups, placing the campaign close to the exhibition and in one of Manhattan's most active cultural and retail areas.
The placement works because Chelsea already attracts shoppers, tourists, collectors, food lovers and pop culture audiences.
Why LABUBU Works in OOH
LABUBU and THE MONSTERS are built for visual recognition.
Their expressive character design makes the campaign easy to spot quickly on digital screens, while the anniversary tour gives fans a reason to move from awareness to attendance.
Instead of simply announcing an exhibition, the OOH presence helps make the arrival of THE MONSTERS feel like a city takeover.
Why the Campaign Works
- It is location-smart: The media runs close to the exhibition, helping convert attention into visits.
- It taps into fandom: LABUBU already has strong collector and social media appeal.
- It uses high-footfall screens: Chelsea Market brings the campaign into a busy cultural destination.
- It supports an experience: The digital network drives awareness for a limited-time physical exhibition.
- It feels like a takeover: Repeated visibility across the network reinforces POP MART's presence in NYC.
The OOH Lesson
Entertainment and collectible brands can use DOOH to bridge the gap between online fandom and real-world attendance.
When a campaign appears near the destination, the screen becomes more than awareness media. It becomes a directional and cultural signal that something worth visiting is happening nearby.
Bottom Line
POP MART's Chelsea Market digital takeover shows how DOOH can support fan experiences with proximity, repetition and visual impact.
By bringing LABUBU and THE MONSTERS into one of New York's most active neighbourhoods, the campaign turns a limited-time exhibition into a broader city moment.
.webp)
Comments
Share your take. Keep it constructive and specific.