Nike sought to launch the Nike Book 1 in an event that would immerse guests in a luxury experience reflective of Devin Booker’s unique style. The challenge was to create a multi-sensory journey that would leave a lasting impression, marrying the ambiance of an upscale whiskey bar with the exclusivity of a speakeasy.
Hugo Boss and Harlem Fashion Row (HFR) aimed to celebrate Women’s History Month with a unique event. They sought to highlight their collaboration with Naomi Campbell and showcase a collection that empowers women. The goal was to create an environment that reflected the elegance of the collection and the essence of Black excellence. TAIT was brought on board to help achieve this vision.
Nike set out to elevate Air Max Day 2024 at Brooklyn’s Duggal Greenhouse into an unparalleled celebration of Air Max innovation, aiming to captivate sneaker enthusiasts with a deeply immersive experience. To realize this ambitious vision, Nike enlisted TAIT’s expertise.
MDLBEAST set out on a mission to infuse new life into a former hospital in Riyadh, bringing energy and vibes to the venue. With the support of TAIT, Erga aimed to push the boundaries of traditional events. The concert series, designed to run for nine days weekly, from December 22 through March 1, offered a unique blend of musical and cultural experiences that would resonate across the city.
Facing the ambitious goal of curbing noncommunicable diseases, Bloomberg Philanthropies orchestrated the Partnership for Healthy Cities Summit in Cape Town, South Africa. The mission was twofold: to foster high-level policy discussions and translate these into actionable urban health strategies. productionglue was enlisted to bring this vision to life, creating an environment that combined rigorous discourse with practical, interactive learning, all the while facilitating unparalleled networking among global city leaders.
Jordan Brand set out to elevate the game of fan engagement at the NBA All-Star Weekend Crossover Space, aiming to deliver a next-level experience that would redefine how members interact with the brand. Teaming up with productionglue, Jordan blended its legacy with cutting-edge digital innovation, creating a dynamic arena where fans could showcase their finest moments. The playbook called for a strategy that merged Jordan’s ethos with the latest in technology, encouraging the community to engage in a way that felt both revolutionary and deeply connected to the spirit of basketball’s biggest celebration.
Iconic hip-hop artist Drake was looking to revive an avant-garde wonderland, acquiring the vintage amusement park known as Luna Luna, featuring hand crafted attractions designed by legendary artists including David Hockney, Jean-Michel Basquiat, and Keith Haring, among other contemporaries. Originally the brainchild of André Heller, an Austrian artist, the fair debuted in Hamburg, Germany in 1987. The task was set to unearth this fantastical fair and welcome in art enthusiasts from around the world for a multi-sensory experience.
For three years we’ve partnered with MDLBEAST to ensure that Soundstorm, a multi-genre music festival, captured headlines for its immersive entertainment, helping them to shatter records and collect a host of awards and accolades along the way. As the festival evolved and continued to grow, MDLBEAST an entertainment company anchored in the Kingdom, was looking to make the event more sustainable by focusing on the future.
For the past two years, we’ve proudly stood alongside the 9/11 Memorial and Museum, honoring the memory of those lost on that fateful day and recognizing the unparalleled bravery and unwavering resilience displayed by the first responders and survivors. The annual commemoration event, held each September 11th, plays an essential role, upholding the memory of those events, encouraging deep contemplation, and cultivating a spirit of togetherness. In commemoration of the 22nd anniversary, the 9/11 Memorial and Museum wanted to uphold this tradition with the profound solemnity and respect it deserves.
The Red Sea Film Foundation selected Jeddah, a vibrant modern commercial hub, as the perfect stage for the third edition of The Red Sea International Film Festival (RSIFF). The Foundation’s goal was to create a platform where film and creative talent could come together to exchange stories within the medium of visual storytelling, film. In its third year, the festival has vastly expanded, embracing international organizational excellence. Emphasizing the guest experience, it integrates sophisticated venue coordination, precise scheduling, and effective communication. These elements come together over ten thrilling days, catering to a diverse audience for an unforgettable experience.
The Royal Commission for AlUla wanted to welcome weary travelers to celebrate the region’s 200,000-year history. They were looking to create an unforgettable experience to celebrate Saudi National Day set amongst its rocky outcrops that would entertain audiences from dusk to dawn, and write the next pages of AlUla’s history—transforming this World UNESCO Heritage site into a spectacular stage where international artists and regional favorites could radiate brilliantly.
Jordan Brand wanted to deliver an epic slam dunk at the 2023 WNBA All-Star Weekend, amplifying the voices of Jordan W athletes, connecting with fearless hoopers, and inspiring high school all-stars with a three-day experience that would ignite their passion, unlock their potential, and elevate the athletes to new heights. They were looking to transform the Mandalay Bay, Las Vegas, into home court, where Stage23 provided the backdrop for a multi-sensory journey of cool, curated experiences designed to excite, stimulate, and evoke powerful conversation.
In the past, the Governors Ball Music Festival graced the shores of Governors Island, rocked the fields of Randall’s Island, and for the past two years, set up camp at Citi Field. Live Nation and Founders Entertainment sought to amp up the energy of this year’s event by taking Gov Ball to Flushing Meadows, Corona Park, and infusing the event with the raw power of nature. Their vision was simple, layer on even more immersive experiences in a stunning, natural setting where art and music could truly shine.
Jordan Brand was looking for an innovative way to launch NBA superstar Jayson Tatum’s first-ever signature shoe, the Tatum 1. They were eager to create global headlines and generate buzz with an immersive retail pop-up shop that was sure to excite basketball fans.
The Doris Duke Foundation was looking to create a show-stopping spectacular that would mark the 10th anniversary of their Doris Duke Artist Awards program and rally influential funders in the arts around its premise. Since 2012, this private foundation has been helping artists thrive through the Doris Duke Artist Awards, the largest national prize dedicated exclusively to individual performing artists across the fields of contemporary dance, jazz, and theater. As this would mark the first-ever awards show for the program, they wanted to ensure that it was filled with powerful programming and heartfelt performances.
How do you freeze out the competition in a crowded All-Star marketplace? Well, you build one of the coolest pop-up shops the world has ever seen. Nike was looking to give sneakerheads and basketball fans an All-Star opportunity to score one of their most highly anticipated signature shoes – the Ja 1, in advance of the official drop.
Jordan was looking to create the sickest event Salt Lake City has ever seen. An All-Star brand activation targeting the next generation–Gen Alpha & Gen Z boys and girls–that would leave these future sneakerheads salivating for more. A pizza pop-up shop which would pay tribute to Michael Jordan’s legendary game where he overcame sickness to score an astonishing 38 points in the NBA Finals.
Nestled on the eastern shore of the Red Sea, stands Al-Balad, a 1-mile area of Jeddah, Saudi Arabia, where culture and commerce has thrived for nearly 1,400 years. In 2014 Al-Balad earned its place on UNESCO’s World Heritage Preservation List, reviving an important piece of Saudi culture for future generations. MDLBEAST, an entertainment company anchored in the Kingdom, was looking to help forge new traditions there, creating a need-to-see-it-to-believe-it music and art festival where the past and present would converge in perfect harmony.
In the desert, 40km outside of Riyadh, a storm was brewing. MDLBEAST, an entertainment company anchored in the Kingdom, wanted to harness its energy to create something so powerful – the world would take notice. A high-octane, barrier-breaking multi-genre music festival – powered by people. An event so deeply rooted in music, entertainment, and innovation that would change people’s perceptions one beat at a time and become a catalyst for Saudi youth.
MDLBEAST was looking to assemble the brightest minds in the music biz for a 3-day deep dive into what it takes to be a commercial success in the industry. They wanted to honor the tangible progress being made in the MENA region, while offering a platform celebrating creative entrepreneurship, with the aim of helping to shape the careers of emerging artists with performance opportunities, networking sessions, and educational programming.
The world was watching as FIFA World Cup headed to Doha, Qatar. MDLBEAST a Saudi Arabian entertainment company, was looking to produce their first major music festival outside of the Kingdom, creating a semi-permanent venue where spellbinding post-match performances would play out in a brilliant Aravian dreamscape for 28 consecutive nights.
Over the past two years, we have partnered with Bloomberg Philanthropies to produce two spectacular climate events during NYC Climate Week. This year, for the 78th Session of the UN General Assembly, we harnessed Glue’s natural resources to create a bold brandscape at the Plaza Hotel for the Earthshot Prize Innovation Summit and the Bloomberg Transition Finance Action Forum, a day of events focused on helping to find solutions to the global climate crisis.
Best known for their iconic music festival The Governors Ball, Founders Entertainment was looking to serve up spectacular seaside entertainment through the creation of a brand-new, can’t miss, music festival in Connecticut. A place where A-list artists could shine under the stars and where families could gather to sing along, sipping Chardonnay in a gentle breeze.
HUGO BOSS was looking to preview their fall holiday collection to media, trend makers, and influencers. Connecting to young culture mavens through compelling narratives, inspiring them to #HugoYourOwnWay and #BeYourOwnBoss, driving brand affinity, and building loyalty.
To help celebrate the official dedication and ribbon cutting of the new Charlotte and William Bloomberg Medford Public Library, Bloomberg Philanthropies was looking to create a magical experience that would foster imaginations and welcome the people of Medford, MA – Mike Bloomberg’s hometown.
We were over the moon when Cornell Tech called us back to campus after helping them celebrate both the groundbreaking and opening ceremonies for their new high-tech research and education facility on Roosevelt Island. Now, they were looking to produce a stellar sequel that would memorialize the occasion and mark the next phase of the school’s expansion. We got to work engineering an impactful experience inside the newly built Verizon Center.
Nike was looking to honor women ballers of the past, present, and future who continue to create an uncompromising culture both on and off the courts. Celebrating their accomplishments inside a sleek branded arena that would come alive through video to inspire the next generation of young athletes. Her game starts here.
The WNBA All-Star games were headed to Chicago. The Jordan brand wanted to shine a spotlight on the spectacular contributions made by women to the sport, amplifying hoops culture, and inspiring a Jordan basketball revolution surrounding the games.
It’s been 50 years since a law called Title IX came into play – and Nike was looking for a way to honor this landmark bill that transformed competitive gameplay by enforcing gender equity in high school and collegiate sports. A bill that was contributed to driving the rate of women in college athletics from 7% to 40%.
In 2020, productionglue was asked to plan the TIME100 Summit and Gala, which was canceled two weeks prior to load-in due to COVID-19. For the last two years, we have reprised our role to help Time create a picture-perfect immersive experience. We dialed up the drama for two spectacular events honoring the world’s most influential people at Jazz at Lincoln Center.
Snap was looking to express themselves during NewFront season, transforming the Rose Theater at Jazz at Lincoln Center into a bold yellow brandscape that would shine the spotlight on what sets them apart. Creating an immersive activation that would allow attendees to dive deep into their platform and thrill them with a jaw-dropping design, and unexpected moments, all cleverly crafted to drive advertising revenue.
Jordan Brand was looking to show that Chicago is in their DNA. Honoring MJ’s legacy by bringing the annual Jordan Brand Classic to three venues for three days of play and putting the spotlight on young elite athletes. Where female and male high school senior basketball players could follow in the footsteps of famed JBC alumni including Kevin Durant, Blake Griffin, and LeBron James.
Greenhouse Software was able to connect with global talent makers during the pandemic through a virtual Greenhouse Open Conference. Now, they were looking for a triumphant return to live in-person experiences, layering in a hybrid component, that would allow them to engage audiences near and far. We challenged ourselves to think out-of-the-box to design an environmentally friendly brandscape that would offer up innovative immersive experiences, and workshops to help hiring experts to unlock their greatest potential.
We were over the moon when Virgin Galactic called looking to produce an out-of-this-world launch event from their new commercial Spaceport in Las Cruces, New Mexico. Building on the success of the company’s spaceflight back in May 2021, Virgin Galactic was ready to complete the next significant test flight that would help usher in a new era of space travel.
Formula E was looking to heat things up in Saudi Arabia. For three years we’ve partnered with MDLBEAST to deliver an electric playground and adrenaline-fueled after-race celebration that is marked by spectacular concerts performed by global music superstars.
For its fifth iteration, Frieze LA set out to redefine the contemporary art exhibition scene by transforming a Santa Monica airport parking lot into a premier destination for art connoisseurs, enthusiasts, and Hollywood’s elite. With TAIT’s support, the fair masterfully blended vibrant artworks, awe-inspiring installations, and curated events, aiming for a holistic art experience that radiated elegance and prestige.
The Special Children’s Center in Lakewood, New Jersey was looking to create a magical playland to enhance their care center, where children with physical and emotional challenges could engage in educational activities and find their creative spark.
Yahoo! Sports was looking to create an unforgettable NBA All-Star activation that would transport guests onto the hardcourt where legends were made, and hard-fought battles won. Exploring first bounces that set the trajectory for our love of basketball.
After a yearlong pandemic hiatus, Founders Entertainment and Live Nation were looking to safely relaunch one of NYC’s most anticipated events, the Governors Ball Music Festival. They were looking for a location that would allow eager attendees to enjoy all that Gov Ball had to offer, a space that provided a centralized footprint and plenty of public transportation.
We were ecstatic when MDLBEAST asked us to pull off the impossible. They were looking for a team to transform a desert landscape, 40 km outside of Riyadh, into a kick-ass festival grounds that could host the biggest, boldest, music festival the Kingdom of Saudi Arabia has ever seen.
MDLBEAST was looking for a partner to team up with them to produce next-level entertainment experiences at the Formula 1 Saudi Arabian Grand Prix races. A team that had vast experience working on high-stakes events and had a reputation for delivering them flawlessly.
New York’s newest park and arguably its most adorable, Little Island at Pier 55 in Hudson River Park, was looking to show off its lush verdant pathways and introduce New Yorkers to its whimsical space-aged design. They wanted to turn up summer fun and host a month-long NYC Free Festival as part of the statewide NY PopsUp! Initiative to welcome back the arts, post-pandemic.
In 2012, Frieze Art Fair’s New York debuted to endless accolades, achieving icon status and quickly becoming one of the most coveted tickets in town. Each year, artistry and ideas collide under the big tent, an event that attracts global galleries, major collectors along with an endless parade of contemporary art fans. We’ve continued to deliver premium Frieze activations tackling unique architectural challenges and unconventional spaces to deliver something bold and new.
When the Office of the Mayor of New York City was looking to honor New York’s hometown heroes with a ticker-tape parade through the Canyon of Heroes and an epic celebration at City Hall Park, we loaded our confetti cannons and got to work.
The Bowery Mission has been serving New Yorkers experiencing homelessness and hunger since the 1870s. This year they were looking to host a virtual fundraising gala and honor their COVID Heroes, the essential workers who were there every day of the pandemic – helping others.
When legendary Creative Director, David Korins and world-renowned Digital Artist, Massimiliano Siccardi were looking for a team to help bring their traveling Van Gogh experience to life through theatrical storytelling and cutting-edge technology – we saw Sunflowers.
In honor of the beloved sitcom Friend’s 25th anniversary, HBO Max wanted to throw an epic celebration for the screening of their much-anticipated Friends Reunion special. This top-secret bi-coastal event needed to be ready for prime time in just under a week.
Greenhouse, a hiring software company who convenes the world’s top talent makers for impactful presentations and workshops around DE&I, Hiring Maturity, and recruitment solutions, was looking to safely conduct this year’s Greenhouse Open Forum in a virtual landscape. They were looking to create an engaging event where attendees could forge new connections, partake in meaningful conversations, and dive deeper into key topics through a mix of pre-recorded content and live panel discussions.
Planet Fitness wanted to showcase that exercise is intended to be fun, offering participants rich rewards that improve one’s health and overall outlook. To help inspire good habits for the new year, they were looking to create a high-energy activation that would elicit big, boundless smiles, and leave people feeling happy.
HBO wanted to commemorate Latinx diaspora through a mural in advance of the release of their new original documentary Siempre, Luis, which celebrates the brilliant life of Luis Miranda. They were looking to produce a vibrant work of art that would honor the heritage of the Latinx community and excite audiences in advance of the HBO Max film premiere.
Amazon Studios was looking for a way to safely premiere their new original movie, All In: The Fight for Democracy in Statesboro, Georgia. They were searching for a team that could transform a location into a socially distanced retro drive-in theater that would be compliant with CDC COVID-19 guidelines as well as all state and local regulations. After an extensive search, productionglue landed on the Bulloch County Agricultural Complex.
Lyft was looking to launch their new initiative LyftUp, in collaboration with NBA star LeBron James and Uninterrupted, which provides transportation access across the country for those who need it most. Lyft wanted to create a major surprise and delight moment for 50 unsuspecting teens and unveil their new program which has the potential to alter the future of these young adults. Follow the journey as we transformed the Harlem YMCA into a branded arena for Lyft’s big reveal.
To honor their new women’s apparel capsule, Jordan Brand wanted to host a round table brunch where powerful women could discuss what matters most to them. This highly curated luncheon would not only bring together a strong community of voices, it would offer a space for these women to express themselves creatively, as well as introduce this diverse collective of women to the Jordan Women’s Flight Utility collection.
Each year, Sneakerheads travel from afar to interact with Nike through immersive experiences, and for the opportunity to score high heat, limited-edition releases during All-Star Weekend. The Jordan Brand wanted to up the ante for this year’s All-Star weekend in MJ’s hometown, transforming the General RL Jones Armory in Chicago into an innovative consumer activation and a spectacular spectator venue for the Chicago Public Schools Final Four Championship.
Shortly after temporarily transforming the National Basketball Players Association offices into a visually captivating launch environment for Nike’s Adapt BB wear test, the NBPA approached our team with a unique request – they wanted us to permanently redesign their office space. Of course, we just couldn’t resist.
Converse wanted to introduce their new innovative apparel line SHAPES, a collection designed to fit all body types in just four sizes and roll out the radical new CX, the next generation of footwear. They were looking to create an immersive journey through the Converse universe that would showcase the evolution of the brand to media, influencers, and retail partners.
The Atlanta FaZe team wanted to dial up their fan experience for their Home Series Launch Weekend at the Gateway Arena, where 8 teams comprised of the best Call of Duty esports players from around the globe would battle it out for glory.
Calvin Klein was looking to make a big splash for New York Fashion Week with a launch party and pop-up shop for their new genderless and environmentally conscious scent and fashion collection, CK Everyone. This bold new line embraces the spirit of self-expression, I am one, I am many. I love everyone of me. They were looking to make a big statement in the heart of Manhattan, creating immersive playland where media, influencers, and consumers could explore their newest offerings.
When the Impractical Jokers were ready to launch their first full-length feature film, Impractical Jokers: The Movie, they turned to productionglue and Civic Entertainment Group to ensure that all of the cringe-worthy, super embarrassing moments unfolded solely on the big screen.
TBS wanted to turn back time to launch their new season of Miracle Workers and send media and influencers back to the Dark Ages. Alas, history would not repeat itself. These Dark Ages were to be infused with cutting edge technology that would fuel immersive experiences and shareable moments.
We helped WeWork bring multi-day celebrations of social entrepreneurs to life for their annual gatherings in New York City 2018 and Los Angeles 2019. The WeWork Creator Awards and Global Summit is where creative doers and socially responsible companies compete for top honors and a one-million-dollar cash prize. Talented creators from around the globe are recognized for bringing positive change to the world and giving back to their communities. There are live musical performances, workshops, and an outdoor marketplace over the course of three days.
The Port Authority of New York New Jersey wanted to host a block party, a place where New Yorkers and visitors could come together to watch the US National Women’s Soccer Team try to earn their place in history.
Travis Scott’s highly curated Astrowold was returning to NRG Park, bringing with it 50,000 multi-national super fans to Texas for a surrealist experience. Nike, whose collaboration with the venerated rapper had produced some of the most coveted kicks around, wanted to bring the Astroworld Amusement Park of Scott’s youth to life through his alter ego – Cactus Jack.
Nike wanted to make a powerful statement in advance of the 2019 US Open, inviting the Queens of the court to William F. Passannante Park in NYC for a legendary day of play designed to inspire young girls to chase their dreams. To make this historic event happen, we built a court worthy of tennis royalty and created activations that would allow these future tennis stars to hone their skills.
What began as a temporary, streetscape pop-up experience has become a permanent pedestrian oasis and arts/entertainment venue: Plaza33, located on a now-closed-to-traffic section of West 33rd Street adjacent to hectic Penn Station in NYC.
VFILES wanted to make noise at New York Fashion Week, offering attendees a high-octane, energetic, immersive fashion experience at the Barclays Center in Brooklyn. An audacious collaboration with Depop, the coveted social shopping app, produced an electrifying runway activation that attracted media, influencers, and the impeccably dressed. Global crowdsourced talent was given a platform in which to propel them to cult status, ringing in the next generation of fashion superstars. To help VFILES achieve their goals, we built an environment where fashion, music, and culture converged centerstage.
Tom Ford Beauty wanted to create a sleek multi-sensory experience at SEPHORiA 2019 held at The Shrine Auditorium and Expo Hall in Los Angeles to introduce their newest intoxicating scent METALLIQUE in a powerful, yet sustainable way. The environment needed to have the luxe modern finishes associated with the brand while achieving maximum efficiencies.
TNT’s Animal Kingdom activation brought Cody Beach to Texas for SXSW 2017. Guests could experience a Surf Simulator, beer garden, a sneaker bar, and live graffiti wall as well as grub and cocktails for all!. What set this event apart was a rigorous sustainability program seamlessly integrated into the production workflow.
Thrillist wanted guests to have The Best Day of their Life, transforming Industry City into a playground to eat, sip and do. Dining passports were created for a culinary adventure, allowing guests to explore a smorgasbord of tasty morsels and varied libations from NYC’s best eateries. This outdoor party brought together the best of summer for one fabulous day where guests could enjoy a Tiki Bar on the beach, or dive into the Schweppes Ball Pit made for adult fun.
During the most magical time of the year, Swarovski wanted to create an experience that allowed guests to get an intimate look at their famed Swarovski Star that topped the iconic Rockefeller Center Christmas Tree, and create a pop-up marketplace that would instill the wonders of the holiday season.