CITI Flagship
branch launch
the challenge
Citi’s new flagship branch at 59th & Lexington needed more than a ribbon cutting; it needed a moment.
The goal: launch a space that didn’t just open doors but opened conversations, connecting consumers, community partners, and Citi teams through a day of authentic engagement and elevated hospitality.
The challenge was to bring the Citi brand to life in a way that felt local, sophisticated, and energetic, turning a corporate milestone into a cultural experience.
the SOLUTION
SoHo Experiential transformed the flagship launch into a full-day, multi-phase event designed to highlight Citi’s values of connection and appreciation.
The day began with a Community Connection breakfast featuring treats from beloved NYC restaurants Maman, Dominique Ansel, and Papa D’Amour, inviting guests to experience Citi’s neighborhood ties firsthand.
Next came Personalized Appreciation, where attendees received custom luxury leather keychains and hand-signed totes from local artist Ski Fernando.
As day turned to night, the branch evolved into “Summer in the Citi”: an immersive evening celebration featuring an Aperol Spritz cart, custom gelato service, a Central Park–themed photo moment, live DJ, and personalized giveaways from Royce and APOTHEKE.
The event culminated in a champagne toast that officially marked Citi’s new footprint at Lexington & 59th, symbolizing sophistication, connection, and community.
