XA produced, designed and managed the Madewell Instant Summer Tour, a mobile summer themed pop up experience that traveled the East Coast over the course of two and a half months. Tour stops included Montauk, East Hampton, South Hampton, North Fork, Newport, Ri, Asbury Park, NJ, and the Rockaways. The vintage truck was transformed into a shopable Madewell store and ice cream truck. The truck stopped by popular summer hang out spots where consumers could shop for must have summer essentials. Partnerships included Goop & Jenni's Ice Cream.