Instillation/Experiential

An orange grove in Times Square marked a collaboration between J.C. Penney and Joe Fresh that allows the retailer exclusive rights to the Canadian clothing brand's children's line. The retailer hoped the unexpected concept and its juxtaposition with the surrounding area would draw traffic to the public promotion in the last days of summer.

To set the scene, the production team placed dressed mannequins around orange trees, crates of the fresh fruit, and a pergola.

A truck, with items from the collection pegged to clotheslines on its exterior, anchored the space and allowed visitors to purchase the clothing on site. Guests could also shop online at the promotion, using the PayPal Here app on an iPad provided by staff.

One of the most striking visuals was a wall of oranges that served as the backdrop to the bar where staff poured complimentary cups of freshly squeezed orange juice.

At the August 21 press preview, caterer Creative Edge served breakfast-appropriate items that matched the color scheme of the promotion, including mini cinnamon buns topped with orange vanilla icing.

In addition to glasses of juice, staff at the orange grove handed out free branded orange popsicles.

Visitors to the promotion, including Molly Sims (pictured) and Padma Lakshmi, could pose on a swing at the digital photo booth.

Images from the photo booth were projected onto a digital billboard in Times Square to grab attention from passersby.

A Ford activation tent gave away speakers made from refurbished walkie-talkies.

The lounge came equipped with projectors, electricity, heating and air-conditioning systems, and audiovisual equipment.

Projections on the Plexiglas walls reflected Unilever's brand messaging.

A custom bar was created with textured faux stone and had real stones at the foot. Water features—normally not allowed in the venue—were contained with Plexiglas.

The dining space was surrounded by four living trees as well as projections of trees to create a forest-like atmosphere. The lush flowers from Amaryllis included a mix of high and low arrangements along the length of the table.

The first course from Occasions Caterers was served on clear dishes with moss, flowers, and pine needles nestled in between the bowl and the plate, reinforcing the room's forest-like decor. The flatware resembled twigs.

An emerald green curtain divided the dining area from the after-party space. "I reestablished the layout of the space as people would know it," planner Jodi Moraru said. "Nothing about it felt familiar."

After dinner, guests were ushered by staff carrying lanterns into an area meant to look like an outdoor space. The after-party began after a concert on the main stage.

Custom tables at the after-party had clock and moon motifs.

The five birthday cakes were arranged on fabricated pedestals intended to evoke a stalagmite.