See How the Smithsonian Channel Brought Its New Spy Series to Life
Guests sipped martinis while completing top-secret missions inspired by the docu-series 'Spy Wars' at this immersive event hosted by the Smithsonian Channel.
Photo: Courtesy of Smithsonian ChannelNEW YORK—To promote its new series Spy Wars, Smithsonian Channel hosted an immersive event on March 4 at New York’s Spyscape, proving that in order to catch the bad guys you need keen covert skills—and a strong martini.
In the spirit of the eight-part docu-series, which recounts real-life intelligence and security operations, guests were handed a classified folder and tasked with completing interactive spy missions such as testing their code-breaking and lie detection skills. Attendees were then assigned custom spy roles like Agent Handler, Hacker, and Spycatcher.
The interactive venue proved to be a natural fit to showcase the series. “In throwing an event, we knew that we needed to create an immersive experience for our guests in order to bring them into our ‘world of spies.’ When we found Spyscape, we immediately knew that it would be the perfect venue for this event,” said Joanna Brahim, vice president of communications at the Smithsonian Channel. “The long list of interactive exhibits and activities at the museum truly lends itself to the theme of the show, and offers a really fun and interactive way to get into the spirit of Spy Wars.”
Advantage, the production agency that handled the event, utilized Spyscape’s existing exhibits and challenges to incorporate the program’s messaging throughout the space. “We kept the entire museum open and functional for our guests, and encouraged them to complete all ‘spy challenges’ as they explored," explained Tracey Goodfriend, group director at Advantage.
The evening event also featured classic cocktails like the Vesper Martini and upscale cocktail fare such as deviled quail eggs and blinis with crème fraiche and black caviar, along with photo ops. Even the swag was C.I.A. worthy, with a branded bag filled with spy tools including rearview aviator sunglasses; a spy pen with a built-in ruler, level, and screwdriver; and a travel pouch with an R.F.I.D.-blocking feature to protect their identity.
Close to 200 guests were in attendance, including media, clients, influencers, and employees from Smithsonian Channel and other networks in the ViacomCBS Entertainment and Youth Group.
Catch a sneak peek of an upcoming episode below, then keep scrolling to see inside the Spy Wars event: