As a brand, L.L. Bean is all about getting people outdoors. Their latest marketing campaign does just that – featuring an outdoor office space that will travel to cities across America.

Partnering with the company Industrious, they created a pop-up office space with individual workspaces, conference areas and even cycling desks. The feat is the latest part of their “Be an Outsider” campaign, encouraging people to get outdoors. The outdoor office will begin its tour in New York City, before heading to Boston, Philadelphia, and Madison.

People interesting in working in the outdoor office space can reserve a space online, or simply show up.

Steve Smith, president and chief executive of L.L.Bean, said of the campaign:

So many of us love spending time outdoors and appreciate the benefits, yet for many people outdoor time is only spent away from work and on weekends. As humans, we have a preference to be in and among nature over man-made environments, so why not adopt the notion of working outside?

Industrious CEO, Jamie Hodari, stated:

When you think about how long people have been working in groups, the office is a brand new invention. It makes sense that the way we think about work space is evolving…

Incorporating elements of the outdoors—plants, fresh air and natural light—has always been a major part of how we design our interiors. And now, with L.L. Bean we’re thrilled to take it to the next level in creating a true outdoor workspace.

The companies have also created an online handbook called Be an Outsider at Work about the benefits of working outside, and are using the creative hashtag #BeanOutsider to generate conversations about the movement.

The campaign is a great way to draw attention to the brands without directly marketing a product. While showcasing the strengths of each brand, it also demonstrates that they’re concerned with the health and well-being of their customers.