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The ground floor of the event space featured square cut-out frames for photo ops. “Fujifilm came to us as their experiential activation partner because they wanted to take a leap out of the box into direct-to-consumer marketing. The only creative guideline was that the highlight of the experience was square,” Kayne said.

The ground-floor bar featured a geometric square backdrop in vibrant colors.

“We chose a color palette of dichroic glass, which was integrated throughout the design elements on our chromo-saturated ground floor and provided a contrast to the more photorealistic and monochromatic lower level,” Kayne explained.

The DJ booth was designed to look like an instant film print.

A secret bar area on the lower level offered a specialty cocktail and more brand signage.

The lower level also included a mirror maze, which led guests to the secret bar.

Guests posed inside the sideways room photo booth setup.

The “frozen in time” photo booth set-up was one of several photo ops.

On the second day, foodies were invited to a brunch in partnership with Tasting Table. Guests enjoyed a three-course tasting menu by chef Branden McHale, while Jackie Gebel of @noleftovers hosted a hands-on food photography workshop with the new camera.

Each table setting included a Instax Square SQ10, the company’s new instant-digital hybrid camera.

To attract auto show guests, Nissan played some of the trailers on screens outside the studio. Rust said they dubbed the main character of the movie “Agent 23” in a nod to Nissan’s heritage: in Japanese, "ni" means two and "san" means three.