For its return to hosting a pre-Thanksgiving lunch at Rockefeller Center, Arnold Worldwide—OceanSpray's long-time brand experience agency—enlisted Tyger Productions to create a classic and festive setup whereby guests sat in a 20- by 60-foot cranberry bog filled with an estimated one million cranberries. The 12- by 36-foot arbor was covered in autumn foliage to create a cozy cocoon for diners that was simultaneously visible to passersby.
Photo: Will Star Photography
As part of this year's activation, an international component was added at 620 Loft and Garden that featured two hosts live-streaming their Thanksgiving experience with OceanSpray directly to viewers in China. Kuppig and his team arranged the scaled-down vignette to be ready by 7 a.m. due to the time difference.
Photo: Will Star Photography
Flavor Chambers
Water brand Perrier and artist Hottea created a colorful installation made from 1,500 linear yards of yarn. Guests can immerse themselves in scented listening booths designed to inspire creativity. Each area is marked with a tongue-in-cheek phrase based on the flavor, such as “You’re one in a melon” and “I love your zest for life.”
Photo: Emma McIntyre/Getty Images for Refinery29
