Sweet 16 at the Plaza Hotel Featuring Pharrell Williams
When the niece of one of Empire’s clients wanted to celebrate her Sweet 16 Birthday in New York City during Halloween weekend, Empire was asked to create an extraordinary costume party unlike any other Sweet 16.
To achieve the client’s vision of a Halloween Sweet 16, Empire quickly secured the Plaza Hotel’s spectacular Grand Ballroom and began working to transform the ornate space into a spooky, yet elegant lounge for 150 teenage guests.
The richly decorated ballroom was filled with large dripping candelabras of varying sizes that stood amidst groupings of tufted Victorian lounge furniture, all surrounding a giant central bar, complete with a Mocktail station with non-alcoholic juice concoctions.
Throughout the night, DJ Soul and a group of dancers in ever-changing Halloween costumes kept the crowd dancing. At one point, Thrill the World, a flash-mob zombie dance group, appeared and performed Michael Jackson’s “Thriller” with uncanny precision. To add to the magic of the night, illusionist Elliot Zimet engaged guests in unforgettable sleight-of-hand experiences. Additional activities included a make-up booth where artists were available to gross-ify, gore-ify and amplify guests' costumes, and a social media photo booth where they could instantaneously post party photos or leave with a hard copy.
The evening’s high point came when Pharrell Williams made a special birthday appearance. The famous singer-songwriter and producer serenaded the dancing crowd with his hits including “Beautiful” and “Get Lucky". His smooth voice and undeniable charisma had guests flooding the stage and dancing alongside him. He then led the crowd in singing “Happy Birthday” followed by an intimate meet and greet with the birthday girl and her closest friends and family.
Empire was proud to be a part of the evening and to help make the birthday girl’s Sweet 16 the most memorable night of her life.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
