Event Innovators 2017: Chiara Adin & Aaron Mason

The co-founders and partners of NA Collective boast a roster of brands including North Face, Bud Light, and Tommy Hilfiger.

By Michele Laufik June 14, 2017, 5:55 AM EDT

Photo: Courtesy of NA Collective

Known for thoughtful design concepts and one-of-a-kind experiences, NA Collective brings a unique perspective to each of its projects, whether it’s building a pop-up diner in an underground bank vault or a mini city center at C.E.S. for Twitter. 

Founded by Chiara Adin and Aaron Mason in 2014, the New York-based experiential marketing agency boasts a roster full of big-name brands, including the North Face, SoundCloud, Tommy Hilfiger, and more, and offers a variety of services from strategy and creative to design and execution. 

Adin, 32, honed her skills at independent creative company Mother New York, while Mason, 38, became a go-to resource for technical direction on Adin’s projects. That professional partnership and a shared vision inspired them to branch out on their own and found NA Collective.

“For us it’s ultimately about curating the right world for the brand to live in so it’s enhanced rather than overshadowed,” Mason explains. “By taking this holistic approach, we can work in a large number of design styles and find the one that supports each one of our many different projects without getting stuck in the ‘let’s just use the same thing we did for that other client’ rut.”

For example, at last year’s C.E.S. event, the agency created a “city” at the Cosmopolitan Hotel in Las Vegas. The 17,000-square-foot immersive activation was meant to illustrate a Twitter case study with a fictional town that included townhouses, a movie theater, and sports bars. Interactive elements in the town included a store that led to a secret speakeasy for influencers and C-level executives, as well as a digital billboard that curated mentions of C.E.S. on Twitter.

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