Thirsty for Rio.

GPS puts ten placements on the SoHo approaches and ten across Williamsburg, with every location on the documented list below.

Chalk was the right material for both neighborhoods: it reads clean on the pavement, and it washes away when the campaign is done.

How far ahead of a store event do the stencils need to go down?

These went in on August 12 for events on August 15 and 16, so both approaches were primed several days before the doors opened. In New York the normal booking window is 5 to 7 days from approved creative, and a tighter date goes expedited at 24 to 72 hours for 80 to 150 percent above standard. Creative approval is usually the long pole.

What happens when the artwork has detail inside a shape?

It gets cut as more than one stencil. The Stanley tumbler carried art inside the cup silhouette, and a single laser-cut template would have dropped that interior art and left a bare outline. The interior was cut as its own stencil and registered on install, two passes per placement, layered so the design landed as drawn. Artwork built that way gets flagged at the file stage, before anything reaches the cutter.

Can one campaign serve two store locations at once?

This one did. Twenty stencils split ten and ten, with a separate lockup per neighborhood. The SoHo stencils carried 113 Prince St and the August 15 date. The Williamsburg stencils carried 65 North 6th St and August 16. Each set concentrated on the approaches feeding its own front door rather than spreading across the neighborhood, so a person reading one was already walking toward the store it named.

Do you work through agencies or only direct with brands?

Both. This run was produced through Skep360 on Farm Rio's behalf. The documentation standard does not change either way: every placement photographed with coordinates logged, and the delivery archive from this campaign holds 199 GPS-tagged frames. The wrap deck goes to whoever holds the account within five business days.

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Campaign documented by Beyond Street Media's NYC crew, August 2026.