The latest steal-worthy example comes from Caravan, a beauty and fashion studio once located in midtown Manhattan, which this summer relaunched as mobile content studio Caravan Social Club. Housed inside a vintage Shasta RV, the company traveled throughout the tri-state area from Aug. 20-30, with the goal of connecting brands and influencers and hosting content creation, video interviews and more.
The mobile-first approach was a reaction to the pandemic, sure—but also a return to Caravan’s roots. “In 2005, Caravan was originally launched as a retail store inside an RV. It would also play host to all sorts of events from album releases, brand launches, celebrity birthday parties and more,” noted founders Claudine DeSola and Janine Just in a joint email interview.
In 2011, they added, Caravan transitioned into a content studio focused on bringing creatives together over video and photoshoots, podcasts, events and more. “We took residency in various [New York] hotels throughout the years, spanning from The Carlton to The Gregory Hotel. The hotels gave us the opportunity to expand into other spaces beyond the studio for photoshoots so we would be able to work on celebrity spec shoots, fashion shows, look books, launches, brand takeovers, media events and more. Over 500 creatives visit the content studio each year.”
That same kind of thoughtful approach went into the brands they collaborated with for the tour. “The goal is true brand discovery. We want people to walk away with something from a brand they never heard about, or something they love that they didn’t know existed," they said, calling out partners LeSportsac, Rag & Co, Rejuvaus, SallyeAnder, Gillian Trask, Bakerly, Everybody Water and Velvet Eyewear.