In a city known for its hard edges and relentless pace, OREO Cakesters just dropped a massive, pillowy reminder to slow down. On Thursday, June 11, 2026, the brand officially debuted The Softer Spot, an immersive experiential pop-up designed to celebrate the brand’s uniquely soft-baked personality. Transforming a prime footprint in Manhattan’s bustling Meatpacking District into a plush oasis, the event invited New Yorkers to step into “OREO: Soft Mode” and embrace a gentler side of life.

The multi-day activation kicked off with an exclusive VIP Preview Night, welcoming a curated crowd of creators, tastemakers, and entertainment personalities. With the vibrant beats of DJ DILLY setting the tone, the evening quickly evolved into the ultimate summer launch party.

Hosting the star-studded evening was TV personality Carl Radke (Bravo’s Summer House), who perfectly channeled the event’s relaxed, mindful energy. Radke also treated guests to a curated menu from Soft Bar, his non-alcoholic beverage concept. The premium mocktail bar featured four signature drinks—Golden Hour, Soft Summer Spritz, Bitter Beginning, and Tonka Noir, each masterfully crafted to complement the soft-baked treats while championing inclusive, alcohol-free social rituals.

The guest list read like a who’s-who of reality television and digital culture. Radke was joined by fellow Summer House cast members Ben Waddell and Sabrina Belle, alongside Vanderpump Rules and The Valley favorites Scheana Shay and Brock Davies. Also spotted enjoying the plush surroundings were Charity Lawson (ABC’s The Bachelorette), Elenora Srugo (Netflix’s Selling the City), and Jade Shenker (Netflix’s Owning Manhattan).

Adding a burst of local energy, hip-hop artist Kosha Dillz surprised the crowd with a dynamic two-song freestyle performance, weaving in clever bars about OREO Cakesters before launching into his viral New York Knicks celebratory anthem

The physical space at 22 Little West 12th Street was a masterclass in experiential marketing, designed to showcase Cakesters’ four signature flavors: Original, Golden, Double Chocolate, and Confetti Cake. Outside, a striking, branded Airstream trailer greeted passersby, while the interior offered a multi-sensory journey through softness:

• The Soft-Baked Bakery Counter: A dedicated sampling station where guests tasted the pillowy treats.
• The “Blind Bag” Oven Experience: An interactive installation where attendees walked away with surprise prizes.
• The Cloud Pillow Pit: A dreamy lounge installation featuring an overhead mirror, custom-built for viral social media content.
• Scent Discovery Stations: Sensory touchpoints allowing guests to explore comfort and relaxation through custom fragrances.

Top-tier digital creators, including Sergio Farias, Topher Griffin, Toni Ferrara, and Savannah Vinson, were on hand, filling social feeds with snapshots from the interactive photo ops. What an amazing summer treat!

Photos by Getty Images/Michael Simon