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LOS ANGELES—Peacock's new series Bel-Air is a dramatic take on the original sitcom The Fresh Prince of Bel-Air that premiered on the streaming platform on Feb. 13. However, despite key differences—such as the new show's variations on genre, cast and decade—the same environment plays a key role: a posh residential enclave of Los Angeles, where mansions tower over wooded canyons and fancy cars deck driveways.
It was only fitting that Peacock would fete the reboot with a party on Feb. 10 that embraced all that opulence by taking over a sprawling LA estate that felt a world away from West Philadelphia. Peacock vice president of brand engagement Jodi Arden oversaw the event, working with Team Epiphany on its production. 
The property's basketball court was transformed into an event venue, where the likes of DJ Cory Townes and Jadakiss performed on Bel-Air and Peacock-branded equipment.Photo: Courtesy of Peacock
Guests first assembled in a Sherman Oaks parking lot for rapid COVID testing and to show their proof of vaccination. Once cleared and supplied with wristbands—an orderly process despite its intricacy—they boarded luxury shuttles en route to the event venue for what was appropriately known as “the mansion experience.”
Guests were welcomed to the palatial property by a towering backdrop made from letters spelling out "Bel-Air,” alongside tricked-out vehicles parked in the driveway. Once inside, guests found an interior residential environment where individual rooms and areas sought to capture characters’ lifestyles—with brand partners to match.
Even the pool was dressed up for the occasion, with a Bel-Air sign that doubled as a perfect photo op. In the middle of the pool there was also a bar serving up drinks and travel-sized hand sanitizer for the taking.Photo: Courtesy of Peacock
In main character Will’s bedroom, for instance, Nike highlighted the iconic sneakers from the show with an immersive installation featuring pairs of Jordans worn by Will Smith in The Fresh Prince of Bel-Air, as well as additional pairs worn by Jabari Banks in Bel-Air.
In the kitchen, chef Alex Hill did cooking demonstrations on how to properly whip up Philly cheesesteak sandwiches and elsewhere, Verizon created an immersive augmented-reality experience where attendees sat on a green screen throne and chose a backdrop based on three show characters (Will, Hilary and Carlton) with different environments that they could share on their social media. Outside, a photo booth had a posh prep-school motif inspired by Carlton; snaps were printable and shareable.
Scannable QR codes in Uncle Phil's room were linked to specially-curated character playlists. A separate area of the home represented yet another first for the brand: Culture Kings displayed its merchandise collection influenced by Bel-Air and West Philadelphia culture, marking the first-ever Peacock Original-licensed merch line.
Nike highlighted the iconic sneakers from the show with an immersive installation featuring pairs of Jordans worn by Will Smith in The Fresh Prince of Bel-Air, as well as additional pairs worn by Jabari Banks in Bel-Air.Photo: Courtesy of Peacock
Tray-passed hors d’oeuvres—including gold-dusted treats—evoked a prepandemic atmosphere as guests flowed through the mansion and throughout its sprawling grounds. A bar positioned centrally amid the home’s vast pools served up drinks (and travel-sized Dove hand sanitizer for the taking).
DJ Jazzy Jeff’s son Cory Townes spun from a Peacock-branded DJ booth, and Jadakiss performed a set after a special screening of the show, which took over the home’s basketball court.
To kick off celebrations for the premiere, the night before Peacock opened its mansion doors it hosted a drive-into experience and pull-up screening at the Barker Hangar in Santa Monica. This event was also meant to immerse the crowd in the lead character’s life—a doable feat amid the star wattage and production talent in the entertainment capital of the world. Scroll down for more photos from the event.
VENDORS
Publicity: CIVIC PR
Production: Team Epiphany
DJ: Cory Townes
In true The Fresh Prince of Bel Air fashion, Peacock celebrated the premiere of its new series at a luxe LA residential estate complete with floor-to-ceiling windows and sprawling views of the property's pool.Photo: Courtesy of Peacock
All guests had to show a negative COVID test and proof of vaccination before entering the opulent venue for what was called "the mansion experience."Photo: Courtesy of Peacock
Peacock was able to capture the feeling of a prepandemic party with tray-passed hors d’oeuvres as guests mingled throughout the mansion.Photo: Courtesy of Peacock
Jadakiss performed a set after a special screening of the show, which took over the home’s basketball court.Photo: Courtesy of Peacock
![For the after-party, Event Eleven built three 30-foot pagodas and hung 300 lanterns from the ceiling. They also brought in a 20-foot-tall bonsai tree and a variety of 30-foot red maples, along with other greenery and foliage. '[It all] helped create the organic atmosphere and helped transport guests into a gardenlike room,' said Schubert.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/Shogun.41_f.65dba8f23433b.png?auto=format%2Ccompress&dpr=2&fit=crop&h=167&q=70&w=250)
