2010 RECAP

November 19-December 26, NYC

WIRED STORE 2010

The 2010 WIRED Store brought the pages of WIRED to life in an interactive shopping environment offering affluent consumers the latest gifts and gear. The sixth annual WIRED Store was a one-stop destination for the stylish tech set, and the holiday press.

■  32,000+ NYC Shoppers

■  66,000 Online Shoppers

■  270 Featured Products

■  4,000 Guests at 16 Special Events

■  $19 Million in Initiated Sales

■  400 Million Press Impressions

The 2010 WIRED store invited visitors to play, shop and share.

PLAY | SHOP | SHARE

PLAY | SHOP | SHARE

PLAY | SHOP | SHARE

PLAY | SHOP | SHARE

PLAY | SHOP | SHARE

PLAY | SHOP | SHARE

The 2010 WIRED Store hosted a full roster of premier events, offering advertisers key celebrity gifting, sponsorship and private hospitality opportunities.

Opening Night Party DJ’d by Santigold, this exclusive preview event hosted over 1,000 VIPs, tastemakers, and industry insiders.

Opening Night Party

WIRED STORE 2010

PLAY | SHOP | SHARE

Game Day Sundays WIRED’s tricked-out football series offered guests Sunday pigskin action on a suite of the latest flat panel TVs, along with local brews.

GeekDad DIY Family Days Centered on projects for kids and adults, this series featured fun activities and unique takeaways while inspiring the DIYer in all of us.

Music Spotlights An anchor Store series, these live performance nights featured the latest DJs and live acts from a host of NYC indie record labels.

Wine Down with Andrew Marc An exclusive wine tasting event and fall fashion showcase, this event married themed wine selections with fashion and media, exciting giveaways, and more.

Premier Events

WIRED STORE 2010

PLAY | SHOP | SHARE

PLAY | SHOP | SHARE

PLAY | SHOP | SHARE

PLAY | SHOP | SHARE

The WIRED Store proved to be a highly interactive shopping destination that allowed shoppers to touch, test and tinker with the most ‘wired’ products on the market.

Active and Engaged Shoppers

WIRED STORE 2010

Young, Affluent, and Successful

Male/Female 65%/35%

Average Age 33 years

Average HHI $149,047

Graduated College+ 84%

Postgraduate Study/Degree 36%

Top Management 34%

PLAY | SHOP | SHARE

Data Points

WIRED STORE 2010

■  83% are extremely interested in attending next year

■  92% believe the WIRED Stores exceeded their expectations

■  92% feel the WIRED Store is a great place to learn about the hottest gifts, gadgets and gear

■  94% of attendees took action as a result of visiting the WIRED Store!

■  54% recommended a product they saw featured at the store

■  46% researched a product online at WIRED.com/wiredstore

■  20% purchased a product online at WIRED.com/wiredstore

■  14% purchased a product somewhere else after seeing it featured at the WIRED Store

“I had a wonderful time checking out the gadgets and latest technology.”

“Amazing. Loved discovering new products and having the chance to play with them in the store.”

“We were four Italian friends visiting NY for four days and we visited the WIRED Store twice!”

“I loved it. I’ll be going home to make purchases!”

PLAY | SHOP | SHARE

New and Improved Online Shopping Site

WIRED STORE 2010

The award-winning WIRED Store website allowed consumers around the globe to shop the WIRED Store’s high-tech inventory, build customized shopping lists, access sweepstakes, flash sales, and a host of other digital extras.

■  66,000 Unique Visitors

■  405,000 Page Views

■  270 Featured Products

■  $19 Million in Initiated Sales

PLAY | SHOP | SHARE

This year, the WIRED Store came to life through unique personas that dictated experiential areas throughout the Store.

The lifestyle and voice of each persona unfolded within the walls of the Store and extended into the social sphere.

Driving the social theme of the 2010 WIRED Store, each persona tweeted, posted, made gift recommendations, answered fan/follower questions, announced special events and much more.

The personalities on the next page create multiple entry points for the WIRED community and our partners as well as foster deeper connections with our burgeoning online community.

WIRED Personalities Create a Viral Voice

WIRED STORE 2010

PLAY | SHOP | SHARE

CULTURAZZI Don’t go head to head in a game of trivia with WIRED’s resident culture vulture, who’ll always out-Simpsons quote you and knows the secrets behind Inception’s soundtrack.

GASTRONAUT Kiss your average sunny side ups goodbye. This mad scientist meets foodie will cryo gun your cocktails, sous vide your chops, and explain the tech behind biodynamic wine.

ADVENTURE CAPITALIST This fan of extremes can swim the Polar Bear Challenge before you finish breakfast, and has an arsenal of tech tools that’ll tell you how many calories he burned and how much REM sleep he’ll need to recover.

DIGITAL GENTLEMAN This well appointed gentleman has a penchant for pretty tech. Expect to see him relaxing in his Herman Miller, a nice tumbler of whiskey, and perusing WIRED on his leather-encased iPad.

GADGET GIRL This wired up woman can come to your rescue with the techie tool kit she’s toting in her Chrome bag. She always knows which piece of hardware will make your life easier.

MAKER Hackers, modders, fabbers, tweakers. These ‘passionate amateurs’ are building their own blimps, reducing their footprint, and customizing their cribs sans the help of so-called professionals.

SMARTER UPSTARTER He might have long hours, but take a look at these cubes and you’ll see that the smart, savvy and ambitious Valley Pack has perfected the science of ‘bleisure.’

WHAT’S YOUR WIRED PERSONALITY?

PLAY | SHOP | SHARE

WIRED implemented a robust promotional plan, which generated nearly 100 million promotional impressions for the 2010 WIRED Store.

Promotional Plan: Building Buzz

WIRED STORE 2010

PRINT Bon Appetit Conde Nast Traveler Details Glamour Golf Digest GQ The New Yorker Vanity Fair WIRED New York Magazine Wall Street Journal

EMAIL WIRED New York Magazine

DIGITAL arstechnica.com gq.com Newyorker.com wired.com wsj.com

SOCIAL MEDIA Facebook Foursquare Twitter

OUTDOOR NASDAQ Street Teams

PLAY | SHOP | SHARE

Celebrities flocked to the sixth-annual WIRED Store to check out the latest gadgets and gear of the holiday season. ■  BG5 ■  Stephen Baldwin ■  Ed Begley Jr. ■  Katrina Bowden (30 Rock) ■  The Bumbys ■  Grizz Chapman (30 Rock) ■  Dennis Crowley (Foursquare) ■  Kelly Cutrone ■  Michael Fury (Dangerous Muse) ■  Chris Milk (Artist, Director) ■  Danger Mouse ■  Matthew Modine ■  Robert Perlick-Molinari (French Horn Rebellion) ■  Santigold ■  Matthew Settle (Gossip Girl) ■  David Zayas (Dexter)

Hollywood’s Playground

WIRED STORE 2010

PLAY | SHOP | SHARE

Matthew Settle, Actor

Stephen Baldwin, Actor Adrian Grenier, Actor & Musician

Grizz Chapman, Actor, with Howard Mittman, WIRED VP & Publisher

Dennis Crowley, Co-founder, Foursquare

”

Both gadget freaks and the tech-averse will find common ground at WIRED’s sixth-annual holiday pop-up shop. The interactive loft space offers a glimpse into the future.

—Time Out New York

“ The WIRED lifestyle’s glossy pages come to life at the 2010 WIRED Store.

—The New York Times

A “Top Five” event pick by the NYC tourism board!

Heaven for Techies: The perennially drool-worthy WIRED Store is reopening for the holiday season in the former Tower Records space in NoHo.

—New York Magazine

Spread over three floors in the Tower Records building and featuring a playground with over 200 products curated by the wizards of techie-cool, the WIRED Store is Sharper Image on drugs.

—New York Press

More Press Coverage than Ever Before!

WIRED STORE 2010

PLAY | SHOP | SHARE

2010 RECAP