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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

13 Generation Z-Friendly Ideas From the 'Teen Vogue' Summit

The inaugural two-day event in Los Angeles brought in speakers, decor, and sponsors designed to appeal to a younger, socially conscious generation.

Claire Hoffman
December 6, 2017

On December 1 and 2, more than 500 young people gathered in Los Angeles for the inaugural Teen Vogue Summit: two days of activism and empowerment-theme talks from Hillary Clinton, Congresswoman Maxine Waters, Women’s March organizer Paola Mendoza, poet and artist Cleo Wade, Black Lives Matter activist DeRay McKesson, film director Ava Duvernay, and more.

The event, which was planned and designed mostly in-house by 23 Stories—CondĂ© Nast's experiential arm—was created with Generation Z and young millennials in mind. Colorful furniture rentals and scattered bean-bag chairs by PBteen created a cheery vibe, while teen-friendly sponsors including Urban Outfitters, Facebook Messenger, and Juicy Couture offered hands-on activations and trendy merchandise. On-theme photo ops throughout the space were designed to be social-media-friendly, as was the stage design, name tags, and more. 

The content was also crafted to appeal to young women and other Teen Vogue readers. On Friday, the day kicked off at TOMS' hip headquarters in Venice, then brought attendees on a series of all-day workplace immersions at companies such as Instagram, GirlBoss, YouTube, Beautycounter, and others. Later that day was a celebration of Teen Vogue's 21 Under 21, a list of girls and femmes who are changing the world through politics, art, science, and more.

Saturday was a more traditional conference at 72andSunny's headquarters in Playa Vista, with empowerment-theme icebreakers from singers Chloe x Halle followed by a conversation with Clinton and actress and activist Yara Shahidi, who discussed the importance of voting and ways to combat "mansplaining." Guests then had the chance to attend small-group mentoring sessions with a variety of politicians, authors, artists, and more, with topics including ending sexual violence, running for political office, finding a mentor, and the importance of self-care.

The summit was the culmination of two months of meet-ups held around the country, aimed to bring the content to as many Teen Vogue readers as possible—especially those who couldn’t travel to Los Angeles or afford the main event's ticket price. (Here's our conversation with Erica Boeke, the vice president of experiences for 23 Stories, who detailed the thinking behind the meet-ups.) Fifty applicants also received free tickets to the summit through a partnership with the charity Step Up.

Here's a look at some of the ways Teen Vogue's inaugural event engaged Generation Z and young millennials.

For the opening keynote session on Saturday, 17-year-old actress and activist Yara Shahidi interviewed Hillary Clinton. Clinton repeatedly emphasized the importance of getting young people to vote in the 2018 midterm elections. “We are facing a concerted effort to turn back progress. … This is not some abstract civic engagement. This is a burning house,” she said. “The fire’s not that big yet and there still is a lot of time to put it out. It will only be put out by people standing up, claiming their rights and their values again—and getting out to vote.”
For the opening keynote session on Saturday, 17-year-old actress and activist Yara Shahidi interviewed Hillary Clinton. Clinton repeatedly emphasized the importance of getting young people to vote in the 2018 midterm elections. “We are facing a concerted effort to turn back progress. … This is not some abstract civic engagement. This is a burning house,” she said. “The fire’s not that big yet and there still is a lot of time to put it out. It will only be put out by people standing up, claiming their rights and their values again—and getting out to vote.”
Photo: Vivien Killilea/Getty Images for Teen Vogue
The Friday portion of the summit started and ended at the TOMS headquarters in Los Angeles (pictured). In addition to a series of workplace immersions, the day included a celebration of Teen Vogue's 21 Under 21 list and live karaoke with castmembers from Pitch Perfect 3. TOMS was chosen because its spaces matched the day's creative, entrepreneurial vibe.
The Friday portion of the summit started and ended at the TOMS headquarters in Los Angeles (pictured). In addition to a series of workplace immersions, the day included a celebration of Teen Vogue's 21 Under 21 list and live karaoke with castmembers from Pitch Perfect 3. TOMS was chosen because its spaces matched the day's creative, entrepreneurial vibe.
Photo: Andrew Noel for Teen Vogue/23 Stories
During the Saturday event at 72andSunny's headquarters, guests were greeted by signage saying 'Hello, are you ready to change the world?' that immediately set the tone for the day. At check-in was an inspiring quote from poet and artist Cleo Wade, who was also a speaker at the conference. All signage was designed by 23 Stories and produced by Premier Displays & Exhibits.
During the Saturday event at 72andSunny's headquarters, guests were greeted by signage saying "Hello, are you ready to change the world?" that immediately set the tone for the day. At check-in was an inspiring quote from poet and artist Cleo Wade, who was also a speaker at the conference. All signage was designed by 23 Stories and produced by Premier Displays & Exhibits.
Photo: Andrew Noel for Teen Vogue/23 Stories
The overall event, which was held mostly outdoors at the 72andSunny campus in Playa Vista, had a white, yellow, and orange color scheme, creating a clean, sunny vibe. In the main-stage seating area, fuzzy bean-bag chairs were scattered throughout, and a larger-than-life Teen Vogue sign provided a popular photo op. Most furniture rentals were provided by PBteen, and supplemental rentals were by AFR Event Furnishings and Town & Country Event Rentals.
The overall event, which was held mostly outdoors at the 72andSunny campus in Playa Vista, had a white, yellow, and orange color scheme, creating a clean, sunny vibe. In the main-stage seating area, fuzzy bean-bag chairs were scattered throughout, and a larger-than-life Teen Vogue sign provided a popular photo op. Most furniture rentals were provided by PBteen, and supplemental rentals were by AFR Event Furnishings and Town & Country Event Rentals.
Photo: Andrew Noel for Teen Vogue/23 Stories
Near the main stage, a step-and-repeat evoked buttons with phrases such as 'Women's rights are human rights' and 'Love wins.'
Near the main stage, a step-and-repeat evoked buttons with phrases such as "Women's rights are human rights" and "Love wins."
Photo: Andrew Noel for Teen Vogue/23 Stories
Erica Boeke, the vice president of experiences for 23 Stories, said it was important to Teen Vogue to find like-minded, socially conscious sponsors, and to integrate them in a way that felt natural. The result was various stations set up throughout the event’s main walkway, marked “Style,” “Create,” “Read Up,” “Play,” and more. Each area had activities and merchandise from sponsors including Facebook Messenger, LifeWtr, Juicy Couture, and more.
Erica Boeke, the vice president of experiences for 23 Stories, said it was important to Teen Vogue to find like-minded, socially conscious sponsors, and to integrate them in a way that felt natural. The result was various stations set up throughout the event’s main walkway, marked “Style,” “Create,” “Read Up,” “Play,” and more. Each area had activities and merchandise from sponsors including Facebook Messenger, LifeWtr, Juicy Couture, and more.
Photo: Andrew Noel for Teen Vogue/23 Stories
PBteen created comfortable seating vignettes for themed conversations and mentoring sessions. Areas were dubbed 'Innovator Lounge,' 'Activist Lounge,' 'Woke Lounge,' and more.
PBteen created comfortable seating vignettes for themed conversations and mentoring sessions. Areas were dubbed "Innovator Lounge," "Activist Lounge," "Woke Lounge," and more.
Photo: Andrew Noel for Teen Vogue/23 Stories
Sponsor Urban Outfitters teamed up with Teen Vogue editors to create a series of empowering tote bags, shirts, hoodies, and buttons. The products were adorned with phrases such as 'Resist the Gaslight' and 'This is what a Teen Vogue reader looks like.'
Sponsor Urban Outfitters teamed up with Teen Vogue editors to create a series of empowering tote bags, shirts, hoodies, and buttons. The products were adorned with phrases such as "Resist the Gaslight" and "This is what a Teen Vogue reader looks like."
Photo: Andrew Noel for Teen Vogue/23 Stories
On-theme buttons were also available at several places throughout the event, providing a fun—and social-media-friendly—keepsake of the day.
On-theme buttons were also available at several places throughout the event, providing a fun—and social-media-friendly—keepsake of the day.
Photo: Andrew Noel for Teen Vogue/23 Stories
Attendees could add the buttons to their name tags, which were adorned with the hashtag #Goals.
Attendees could add the buttons to their name tags, which were adorned with the hashtag #Goals.
Photo: Vivien Killilea/Getty Images for Teen Vogue
Several photo ops throughout the summit reinforced the event's vibe of activism—and encouraged social-media sharing.
Several photo ops throughout the summit reinforced the event's vibe of activism—and encouraged social-media sharing.
Photo: Claire Hoffman/BizBash
Playstation hosted a gaming lounge to promote the “Girls Make Games” initiative, a series of international summer camps and workshops designed to inspire the next generation of game designers and creators.
Playstation hosted a gaming lounge to promote the “Girls Make Games” initiative, a series of international summer camps and workshops designed to inspire the next generation of game designers and creators.
Photo: Andrew Noel for Teen Vogue/23 Stories
Sponsor Facebook Messenger created a wall where attendees could 'send a message that matters' by leaving notes of encouragement and love.
Sponsor Facebook Messenger created a wall where attendees could "send a message that matters" by leaving notes of encouragement and love.
Photo: Vivien Killilea/Getty Images for Teen Vogue
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