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The Venice Beach pop-up celebrated the SOS Rescue Spray refills, as 500 attendees brought their bottles to get refilled.
October 15, 2026
By: Rachel Klemovitch
Tower 28 finished its first-ever pop-up in Venice Beach, welcoming nearly 2,000 visitors over three days.
The weekend event celebrated the brand’s SOS Rescue Spray, as Tower 28 offered refills to every attendee.
500 people brought bottles to get refilled, and nearly 10 gallons of the spray were spritzed throughout the weekend activities.
The pop-up space was designed as a nostalgic California beach shop.
It offered shade matching, SOS refills, product experiences, and limited-edition merchandise, but intentionally had no beauty products for purchase.
As Tower 28 continues to scale, the success of the pop-up offers an interesting look at how beauty brands are investing in physical experiences to drive long-term loyalty rather than immediate sales.
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