BÉIS, the innovative travel and lifestyle brand, is making waves in the retail world with its latest experiential activation that has redefined the shopping experience. Over the weekend, the brand brought its unique, community-driven approach to life with a jaw-dropping live-action “human claw machine” event at Westfield Century City in Los Angeles. The activation, which took place on Saturday, March 16, 2025, drew large crowds and created an electric atmosphere as fans eagerly lined up for the chance to take part in the larger-than-life experience.
The event, which featured a human-sized claw machine, saw participants harnessed and lowered into a pit filled with exclusive BÉIS products, including the much-anticipated return of the Berry Collection in fresh, new styles. The pit also featured a variety of BÉIS branded merchandise and accessories, giving participants the chance to win exclusive items.
From the early hours of the morning, fans began lining up outside Westfield Century City, some arriving as early as 5 a.m. to secure their spot. The crowd rallied behind the participants, cheering them on as they were lowered into the pit to grab BÉIS products. The energy in the air was palpable as participants reached for the exclusive bags, rollers, and accessories.
The human claw machine experience was more than just a novelty; it was a celebration of BÉIS’s loyal community. The brand has built a strong following by connecting with consumers on a deeper level, often incorporating their feedback into the design of the products. This activation was a reflection of that close relationship, allowing fans to engage with the brand in a fun, interactive way.
Shay Mitchell, the founder and chief brand officer of BÉIS, also joined in on the excitement. Mitchell, a long-time advocate for the brand, was on-site to take part in the activation, further emphasizing the personal connection BÉIS has with its customers.
The event at Westfield Century City was a major success, with enthusiastic crowds creating a buzz that reverberated far beyond the mall. As one of the most popular shopping destinations in Los Angeles, the mall provided the perfect backdrop for BÉIS’s larger-than-life activation, making it a must-see experience for anyone in the area.
But the excitement doesn’t end there. BÉIS is keeping the momentum going with five additional in-store activations scheduled for March 22-23, 2025. These activations, taking place at Bloomingdale’s flagship locations nationwide, will feature more claw machines filled with BÉIS products, merchandise, and grand prizes. The in-store events will run from 11 a.m. to 5 p.m. local time and are free for anyone to play.
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The participating Bloomingdale’s locations include:
- Los Angeles – Century City
- New York City – 59th Street
- Miami – Aventura Mall
- Long Island – Roosevelt Field
- Chicago – Michigan Avenue
These activations mark the latest stage in BÉIS’s growing partnership with Bloomingdale’s, signaling the brand’s expanding presence in brick-and-mortar retail. By bringing the same fun, immersive experiences to major retail locations across the country, BÉIS continues to build on its reputation as a category disruptor in the travel and lifestyle space.
The brand’s strategy goes beyond traditional retail. Rather than simply offering products for sale, BÉIS creates memorable, interactive moments that resonate with consumers. Whether through social media-driven campaigns or IRL (in real life) experiences like the human claw machine, BÉIS has established itself as a pioneer in experiential retail.
These activations come on the heels of other successful BÉIS experiences, such as the BÉIS Wash and the BÉIS Motel, both of which went viral and generated immense buzz online. By turning everyday experiences into shareable moments, BÉIS is not just selling products; it’s creating experiences that deepen customer loyalty and generate excitement around the brand.
BÉIS’s latest campaign also highlights the brand’s commitment to providing consumers with a sense of community and engagement. By offering fans the chance to participate in interactive, fun-filled activations, BÉIS has turned retail into a more immersive experience—one that builds long-lasting connections with its audience.
As the brand continues to expand its retail footprint, its innovative approach to experiential marketing sets the stage for the future of commerce. In today’s competitive retail landscape, it’s no longer enough to simply sell a product; brands must create experiences that captivate and engage customers in meaningful ways. BÉIS is doing just that, and in the process, it’s redefining the future of retail.
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With the upcoming in-store activations, BÉIS is poised to continue making a splash in the world of experiential retail, and fans across the country are sure to embrace the chance to get in on the action. The human claw machine may have been the showstopper this weekend, but with the brand’s ongoing efforts to connect with consumers in unique and exciting ways, the future looks bright for BÉIS and its growing community of loyal fans.
