LOS ANGELES—One thing you can expect from global superstar Rihanna: Anything associated with her will bring the heat—especially when it involves her wildly popular lingerie brand Savage X Fenty. The size-inclusive line is so popular, in fact, that its fashion shows have been the subject of four separate Prime Video documentaries, the latest of which debuted on the streamer on Nov. 9.
Savage X Fenty Show Vol. 4 bills itself as a “seductive fashion fever dream that blends style, dance, and music with the hypnotic essence of nocturnal nature”—and that’s exactly the vibe Prime Video went for at a design-forward influencer event hosted on release day at NeueHouse Hollywood. Intended to celebrate the Vol. 4 launch, the experience was designed as an oasis for creators, who arrived dressed in Savage X Fenty’s latest collection. 
The event's decor was directly inspired by the show, which bills itself as a “seductive fashion fever dream that blends style, dance, and music with the hypnotic essence of nocturnal nature." A 30-foot tree served as a central focal moment.Photo: Courtesy of Cat/Alina Productions
Zach Zumbusch, who handles influencer marketing at Prime Video, said the look of the event was inspired completely by the Savage X Fenty Vol. 4 documentary. “From the landscape to the lighting, we worked closely with the Savage X Fenty team to hit the right notes creatively on overall event design and scale,” he explained.
Throughout the venue, each space emphasized photographable moments, which were enhanced by the addition of professional photographers and directors. “This event’s main objective was to create beautiful content and promote the show’s launch through bespoke content experiences for creators, so we wanted to make sure everyone received the best outputs possible,” noted Cat Choate, managing partner of Cat/Alina Productions, whose team designed and produced the event. 
Zach Zumbusch, who handles influencer marketing at Prime Video, also cited a large Savage X Fenty title treatment with a dichroic finish as one of his favorite event moments. "This became a huge draw for creators to take photos in front of," he said.Photo: Courtesy of Cat/Alina Productions
Two video-content moments had their own director and video team; there were also stationary photo ops, as well as Pop Social’s roaming photographers capturing photos throughout the night, which were then immediately shared with guests via facial recognition technology. “We wanted the content creators to have the highest quality images for their own shareable content,” Choate added.
Highlights of the various vignettes included “Rihanna’s tree,” a nod to Rihanna’s performance in the show that centered around a centennial oak tree. “So we built a massive, 30-foot central tree to anchor the event and immerse the guests into the surreal forest scenes from the show, which also served as a marquee focal point, photo experience, and backdrop for the evening,” Choate explained. 
Rihanna's Tree served as a popular photo op for the audience of content creators.Photo: Courtesy of Cat/Alina Productions
There was also “Astrally Yours,” a video content moment that “projected cosmic images and lighting on the creators that tied into the fashion show’s artistic direction and astral animations,” Choate added. “The output for this video content piece was enthusiastically shared.”
Another highlight? The illuminated Desert Catwalk that evoked the show’s setting, a rocky desert landscape in California. “For the desert catwalk we wanted to rebuild the sandstone cliffs and combine them with architecturally stunning silver arches that guests walked though,” she explained. “The shape of the arches tied into the crystal city animations in the show.” 
The Desert Catwalk video moment had its own director and video team, ensuring that creators captured high-quality, shareable content.Photo: Courtesy of Cat/Alina Productions
To further promote the show, there was a massive studio wall where Savage x Fenty Vol. 4 was screened throughout the evening. While DJ Inferno entertained the crowd through much of the event, “toward the end of the evening, audio from the show was turned up and guests started their own dance party mimicking moves from the dancers in Savage X Fenty,” Zumbusch remembered. “It was a really fun moment.”
Choate noted that the team had just 10 days to produce the event, since the show was still in production into October and all creative inspiration was to stem from the finished documentary. But, she noted, “It’s all about communication and understanding the overall goals of Prime Video and Savage X Fenty and driving to those goals for a successful event. We believe those goals were achieved.”
Zumbusch was also pleased with the outcome. “This event was really successful, as everywhere a guest walked there was an opportunity to capture content. With the addition of professional photographers and videographers at each area, there was an added bonus that ultimately drove very high impressions on social media, and delivered buzz for the show on Prime Video—which ultimately was the strategy this creative execution derived from.”
VENDORS
Design & Production: Cat/Alina Productions
Venue, AV Production, Catering: NeueHouse Hollywood
Music: DJ Inferno
Brand Ambassadors: Incast Marketing
Plants: Jackson Shrub
Fabrication: Unmatched 
The Savage X Fenty Vol. 4 show was screened on the studio wall throughout the night.Photo: Courtesy of Cat/Alina Productions
