OREO Cakesters Brings “Soft Life” Culture to NYC With Immersive Pop-Up Hosted by Carl Radke

Carl Radke - OREO Cakester “Soft Life” Pop Up

OREO Cakesters officially kicked off summer in New York City with the debut of The Softer Spot, an immersive pop-up experience celebrating the brand's signature soft-baked personality and encouraging visitors to embrace a more carefree, comfortable lifestyle.

Held in Manhattan's Meatpacking District on June 11, the exclusive VIP Preview Night welcomed creators, tastemakers, media personalities, and brand partners for a first look at the interactive activation.

Guests entered a fully transformed "OREO: Soft Mode" environment, complete with experiential installations, branded moments, and music from DJ DILLY.

DJ Dilly - OREO Cakester “Soft Life” Pop Up

The evening was hosted by Bravo star Carl Radke, who also showcased his non-alcoholic beverage brand, Soft Bar. Radke introduced guests to a curated menu of mocktails designed specifically for the event, including the Golden Hour, Soft Summer Spritz, Bitter Beginning, and Tonka Noir. The collaboration highlighted the growing popularity of alcohol-free social experiences while complementing the event's overarching "Soft Life" theme.

Among the notable attendees were fellow Summer House cast members Ben Waddell and Sabrina Belle, alongside Vanderpump Rules and The Valley personalities Scheana Shay and Brock Davies.

Additional guests included Charity Lawson of The Bachelorette, Elenora Srugo from Netflix's Selling the City, and Jade Shenker from Netflix's Owning Manhattan.

Adding to the evening's entertainment, hip-hop artist Kosha Dillz delivered a surprise freestyle performance, including a custom rap inspired by OREO Cakesters and a live rendition of his viral New York Knicks anthem.

Throughout the venue, attendees explored a variety of interactive activations designed to bring the OREO Cakesters brand to life.

Highlights included a Soft-Baked Bakery Counter featuring product sampling, a Blind Bag Oven Experience offering surprise prizes, and a Cloud Pillow Pit lounge installation designed for social-first content creation. Guests also explored fragrance-inspired Scent Discovery Stations and multiple photo opportunities throughout the space.

The activation showcased OREO Cakesters' four core flavors: Original, Golden, Double Chocolate, and Confetti Cake, while reinforcing the brand's playful approach to comfort and self-expression.

Following the VIP launch, The Softer Spot opened to the public on June 12 and June 13, inviting New Yorkers to experience the immersive installation, participate in giveaways, and enjoy exclusive merchandise at 22 Little West 12th Street.

As experiential marketing continues to evolve, OREO Cakesters' latest activation demonstrates how brands are increasingly creating immersive, shareable environments that extend beyond product sampling and into lifestyle-driven consumer engagement.