By  on May 18, 2007

Rembrandt is putting its emotions on full display. The oral care brand, which is on a mission to evolve toothpaste from a commodity to an emotional purchase, will open the doors to a temporary New York boutique, designed as "a mini museum of the mouth."

Fittingly called The Brilliant Mouth Experience, the pop-up store is located at 486 Broadway and Broome Street and will be open to the public for six weeks, beginning today. Rembrandt planned to fete the effort with a cocktail party Thursday evening hosted by Rashida Jones, who stars in "The Office" and is the daughter of Quincy Jones and Peggy Lipton.

"We wanted to bring Rembrandt's message to life in a three-dimensional way and have a one-on-one conversation with shoppers," said Rembrandt's product director Carmen Nestares. She was careful to point out that the boutique is not a retail venture, but rather a way to herald the science behind Rembrandt's products, with sampling and advice from trained product specialists.

"This is a brand experience in its purest form," said Nestares.

The 1,800-square-foot boutique will host a series of events to spotlight "brilliant mouths," including a visit from musician Griffin House, who sings "Waterfall" on Rembrandt's TV commercial featuring a tender kiss between a man and woman. It also plans to co-host events with several consumer books, including "A Glamorous Mouth, The Ultimate Do's" with Glamour magazine (which, like WWD, is owned by Condé Nast Publications).

Nestares said, "We really want people to start thinking about the mouth in a different way. You can expect innovation in everything we do — whether it's product or creative marketing."

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