As guests arrived at Roseland Ballroom for the October 10 concert, they were immediately immersed in a world of music-meets-fashion, surrounded by unique, wild posting-inspired signage featuring sponsor Ralph Lauren's Denim & Supply brand and graffiti art plastered across every surface in sight.
Photo: Courtesy of TH Productions
To create the world of Denim & Supply at Roseland, TH Productions, which coordinated the two-day load in with a 50-person staff, oversaw the build out of everything from the design of the marquee to the furniture in the greenroom to the lighting, video, sound, and pyrotechnic vendors. The result was an immersive experience reminiscent of E.D.M. capital Las Vegas.
Photo: Courtesy of TH Productions
More than 3,300 die-hard E.D.M. fans attended the nearly three-hour concert—Avicii performed for 80 minutes following an opening set by Henrick B—which generated more than eight million social media interactions. By purchasing a custom designed Aviciit for Denim & Supply T-shirt, guests received a code that they could use to register for the event as well access a private Web site with event info, a message board, Avicii videos and photos, and a platform for social sharing. Customers received their tickets a week before the concert.
Photo: Courtesy of TH Productions
As part of the fully immersive experience, concertgoers could partake in different activities, including a photo booth that supplied snaps with the concert date and brand sponsor.
Photo: Courtesy of TH Productions
