Barnes & Noble
Among Gen Z, the romance genre stands above the rest. At the same time, 44% of readers say they’d rather meet a partner through a book club than on a dating app. Algorithms can match interests - but they’re failing to create real connections. In a mass exodus from dating apps, these hopeful romantics are heading back to the bookstore.
Enter BAES & Noble —
turning bookstores into the new matchmaking spaces where real connections begin.
An exclusive “We’re Not Really Strangers” collab–special literary edition.
Highlighting the romance in physical media — turning your favorite shows and movies into topics of conversation, and deeper connections.
POP UP EXECUTION: BAENIGHT
These pop ups are meant to find Gen Z where they’re at – turning cafes & restaurants into an impromptu literary themed date. Our menu for this specialty event brings iconic fictional meals to life. You grew up reading about romantic meals – you should be able to have your cake and eat it too.
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Art Director: Ana Laura Vallejo
Copywriter: D’mani Thomas