THE EGG HOUSE
AN EGG-THEMED POP UP IS COMING TO
THE LOWER EAST SIDE OF NEW YORK
Expected to open to the public on April 7, 2018, The Egg House is an egg-themed pop up featuring immersive installations and offering multi-sensory experience. It is created to share the universal love of eggs and provide a momentary escape from the city.
Seamlessly connected by a storyline, The Egg House features real life sized rooms, including The Foyer, The Kitchen, The Hallway, The Pool and The Garden. Imagine an egg who lives a normal life as someone in the Lower East Side would, it falls asleep one afternoon and guests are invited to explore his “house.”
Upon entrance, guests would walk through The Foyer with a photo wall, into The Kitchen of breakfast themed installations, followed by The Hallway of vending machines transitioning to The Pool filled with caviar-shaped balls. In these rooms guests can get token exchanged souvenirs for free and purchase egg treats from food vendors. Behind an even more fluorescent area, The Garden, there is a peephole that looks into The Secret Room, a miniature room that foreshadows The Bedroom. The Bedroom is a technology-enabled room with interactive features and will be kept as a secret until the pop up opens.
The story of The Egg House begins when Ellis The Egg was born from a sunny side flower. As Ellis grows up, it eventually ends up in New York and sets its home in the Lower East Side. The instagram account @theegghouse teases the story with a post a day, for a total of 20 images leading up to the opening. Guests are encouraged to follow the content prior to the visit to get the fullest experience.
To offer guests a multi-sensory experience that not only catches the eye, The Egg House incorporates sound, smell and other surprising elements into the 3,300 square feet space. The team is also collaborating with neighborhood favorite breakfast spot, Egg shop, on a few egg treats. Other vendors include Eggloo, an egg waffle ice cream parlor, and a New York native cupcake vendor. While the food will be for sale and not included in the ticket, the team does hand out sampling of eggnog in the afternoons and breakfast items with coffee in the mornings to let guests enjoy a little “pick me up” moment.
The pop up will also feature a gift shop offering various egg shaped “eggcessories,” including jewelries, patches, pins and tote bags, etc.
In addition to the regular opening hours, the team will be hosting events including food industry’s cult favorite Breakfast Club, which is a seated breakfast gathering that has been hosted in cities around the world, and will be prepared by a celebrated chef. Other community events include chef’s talk on #eggducation with Antoine Westermann of Le Coq Rico, morning yoga and calligraphy session, etc. Details and tickets will be posted on theegg.house closer to date.
The team behind The Egg House is a group of young talents who graduated from NYU, Parsons, SVA and Pratt Institute with background in art, interior design and marketing. The founder, who wishes to be anonymous at this point, is also the founder of a social media account with huge followings and the owner of a millennial tea store opening soon in SoHo.