Maxim Magazine Annual Super Bowl Party
Every year, MAXIM Magazine throws the biggest, most coveted Super Bowl Party around and this year did not disappoint. With the big game coming to the New York City area for the first time, they partnered with Talent Resources Sports to double down with a two-night party. Taking over one of the chicest event spaces in Midtown, Espace, DJ Dirty South spun EDM all night long Friday and Kendrick Lamar brought down the house with his performance Saturday night.
We worked closely with TR Sports to concept, design and produce an iconic New York centric event befitting MAXIM’s brand, bringing back the sexiness and grit of 1980’s NYC streets. We transformed the columns into graffiti-ridden fire escapes for Patron and MAXIM girls to dance upon, surrounded the VIPs with the infamous silhouette of the city’s skyline with the Brooklyn Bridge, and scattered various street elements throughout the space- traffic lights, street lights, classic “Post No Bills” walls, and chain link fences.
In contrast to the urban event space, we worked with party sponsor Heavenly Resorts in Lake Tahoe to create a ski-resort oasis in the foyer. Complete with snow covered Evergreens, “trail map” ice luge, shot skis and a snowboard bench, we also built a ski-lift chair-inspired photo booth for guests to share. Most of the other sponsors were incorporated into the NYC theme with an Empire State Building replicated from AQUAHydrate bottles, City Maps to pin your favorite place to drink Patron, and a chandelier of starlit Patron bottles. Other sponsorships included Wonderful Pistachio’s dedicated lounge, with delicious pistachios, Patron Bars, Touch giftbags and Redbull’s DJ rig and product.
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
