BizBash
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
Topics
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • Industry Buzz
  • BizBash Lists
Resources
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
User Tools
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • About Us
  • Advertise
  • Get Featured
  • Press Releases
  • Newsletter Signup
  • Subscribe to Magazine
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

How This Brand Created a Whimsical, Surreal World Inspired By Its New Product

To celebrate its new Dewtopia night treatment, skincare brand Ole Henriksen built a futuristic world of costumed characters, immersive projection mapping, UV-reactive details and even an on-site boat ride.

Claire Hoffman
August 24, 2021

To launch its new Dewtopia night treatment, skincare brand Ole Henriksen worked with Gladiator Productions to create an immersive, whimsical land inspired by the product’s name. The Land of Dewtopia, which took place July 20 in an outdoor film studio in the Southern California desert, featured 22 unique experiences, each showcasing a different aspect of the treatment.To launch its new Dewtopia night treatment, skincare brand Ole Henriksen worked with Gladiator Productions to create an immersive, whimsical land inspired by the product’s name. The Land of Dewtopia, which took place July 20 in an outdoor film studio in the Southern California desert, featured 22 unique experiences, each showcasing a different aspect of the treatment.Photo: Matt Petit Photography
LOS ANGELES—
Danish skincare brand Ole Henriksen’s new night treatment is playfully named “Dewtopia”—so for its launch event on July 20, Gladiator Productions was instantly inspired to build a colorful, mystical world inspired by the product name.

“We were just obsessed with the name, and said ‘There is only one way to do this, and that is to create the Land of Dewtopia,’” recalled Seth Dolan, Gladiator Productions' founder and chief creative officer, noting that the gathering—a colorful, fantasy-filled world built inside an outdoor film studio in the Southern California desert—was pulled together in just five weeks. The ambitious undertaking featured 22 unique experiences, each of which showcased different aspects of the new products and brought to life the benefits of the night treatment. 

Perhaps the most attention-grabbing aspect of the event was an actual lagoon, ready for boat rides. Brand founder Ole Henriksen himself even made a surprise appearance, descending from the clouds into a boat and journeying across the water. Later in the evening, guests could take their own boat rides.Perhaps the most attention-grabbing aspect of the event was an actual lagoon, ready for boat rides. Brand founder Ole Henriksen himself even made a surprise appearance, descending from the clouds into a boat and journeying across the water. Later in the evening, guests could take their own boat rides.Photo: Matt Petit Photography“[The client] asked that it be super experiential and that attendees could wander at their leisure and find different ways to interact and not get bored," continued Dolan. "So once we secured the venue, it was like building a Disneyland map. We ideated the experiences and mapped them simultaneously until there was a description of every single element [of the product]. Then it was just a matter of dividing and conquering among the Gladiator team to make sure each one was accomplished.”

To create a fully immersive experience, the event’s invitees—primarily social media influencers, who were not told in advance where they were headed—were flown to Littlerock, Calif., on a private jet that was decked out with custom-designed Dewtopia branding. Upon arrival, guests were greeted by costumed actors—aka, inhabitants of the Land of Dewtopia—who guided them through the whimsical world. 

“We wanted to blend inspiration of the product itself, as well as the overnight campaign and the mystical vibe of the name,” said Dolan. “The campaign the brand did was very starry and nodded to the overnight treatment, so we knew that had to be a big play. We also wanted the guests to have no idea where they were going.” 

The exterior of the venue was purposely left unfinished, adding to the mystery as attendees arrived. A character named “Stale Sally” guided them inside and handed them a drink—and then, said Dolan, “they fell into Dewtopia. And from there, every moment was something. As you walked in, there was a glowing portal and we actually used founder Ole Henriksen’s voice in a custom audio track to lure them under a glowing path as a merman in a fountain (nodding to the product’s amazing moisture infusion) brought them through.”

There was also an on-site DJ and a dance floor, immersive entertainment, plenty of photo ops, and a giant, 200-foot-long and 30-foot-high Cyc that was mapped with custom-developed content that changed throughout the evening. Tribal Scenery was the event’s scenic partner.There was also an on-site DJ and a dance floor, immersive entertainment, plenty of photo ops, and a giant, 200-foot-long and 30-foot-high Cyc that was mapped with custom-developed content that changed throughout the evening. Tribal Scenery was the event’s scenic partner.Photo: Matt Petit PhotographyAlso in the space were a variety of themed bars with cocktails from Sunset Boulevardier, including one with UV-reactive drinks that glowed under UV light, a nod to the overnight repair capabilities of the treatment, and another themed around the brand’s spa heritage. (Speaking of which, there was also a mini-spa where guests could get a Dewtopia facial.) There was also an on-site DJ and a dance floor, immersive lighting effects and projection mapping from 512 Creative, plenty of photo ops, and a giant, 200-foot-long and 30-foot-high Cyc that was mapped with custom-developed content that changed throughout the evening. Tribal Scenery was the event’s scenic partner. 

But perhaps the most attention-grabbing moment? An actual lagoon, ready for boat rides. “The boat was the wildest moment. Since the venue had water—albeit only a foot or so in depth in most places—we really wanted a boat ride,” said Dolan, noting that at one point, brand founder Ole Henriksen himself even made a surprise appearance, descending from the clouds into a boat and journeying across the water. “We rigged it like an attraction, and after Ole appeared, guests took rides around the Dewtopia lagoon.”

The whole space was “just a pure playground,” he added.

But it wasn’t all fun and games. With the Delta variant causing rising COVID-19 cases, the team followed stringent health and safety measures, including requiring all staffers and guests to show proof of full vaccination or a negative PCR test taken within 24 hours. “Thankfully the entire event was outdoors, which provided protection as well, but we also had mandatory hand-sanitizing stations by any bar or food stations, and for the flight everyone was fully masked following the highest level FAA guidelines,” Dolan explained.

“We’ve been doing events throughout the pandemic, so we really had this whole plan in place already to be safe," he added. "I can definitely say that for the foreseeable future, regardless of county or state recommendations, we will be keeping the more conservative approach for all of our clients when it comes to COVID safeguards. It’s so much easier to build it in from the beginning, versus reacting to the latest news.”

Scroll down to take a journey through Ole Henriksen's Land of Dewtopia. 

To launch its new Dewtopia night treatment, skincare brand Ole Henriksen worked with Gladiator Productions to create an immersive, whimsical land inspired by the product’s name. The Land of Dewtopia, which took place July 20 in an outdoor film studio in the Southern California desert, featured 22 unique experiences, each showcasing a different aspect of the treatment.
To launch its new Dewtopia night treatment, skincare brand Ole Henriksen worked with Gladiator Productions to create an immersive, whimsical land inspired by the product’s name. The Land of Dewtopia, which took place July 20 in an outdoor film studio in the Southern California desert, featured 22 unique experiences, each showcasing a different aspect of the treatment.
Photo: Matt Petit Photography
Since the guest list was purposely kept small—both for COVID safety and to create a VIP feel—organizers populated the event with costumed characters who represented different aspects of the product. Highlights included a merman who evoked the product’s blue packaging; a fairy named Lemon Sprite, nodding to the product’s key ingredient of lemon; and “Magic Hour,” a UV-reactive character designed to represent the glow your skin has after using the product.
Since the guest list was purposely kept small—both for COVID safety and to create a VIP feel—organizers populated the event with costumed characters who represented different aspects of the product. Highlights included a merman who evoked the product’s blue packaging; a fairy named Lemon Sprite, nodding to the product’s key ingredient of lemon; and “Magic Hour,” a UV-reactive character designed to represent the glow your skin has after using the product.
Photo: Matt Petit Photography
Perhaps the most attention-grabbing aspect of the event was an actual lagoon, ready for boat rides. Brand founder Ole Henriksen himself even made a surprise appearance, descending from the clouds into a boat and journeying across the water. Later in the evening, guests could take their own boat rides.
Perhaps the most attention-grabbing aspect of the event was an actual lagoon, ready for boat rides. Brand founder Ole Henriksen himself even made a surprise appearance, descending from the clouds into a boat and journeying across the water. Later in the evening, guests could take their own boat rides.
Photo: Matt Petit Photography
There was also an on-site DJ and a dance floor, immersive entertainment, plenty of photo ops, and a giant, 200-foot-long and 30-foot-high Cyc that was mapped with custom-developed content that changed throughout the evening. Tribal Scenery was the event’s scenic partner.
There was also an on-site DJ and a dance floor, immersive entertainment, plenty of photo ops, and a giant, 200-foot-long and 30-foot-high Cyc that was mapped with custom-developed content that changed throughout the evening. Tribal Scenery was the event’s scenic partner.
Photo: Matt Petit Photography
Adding to the immersive, surreal feel was projecting mapping from 512 Creative.
Adding to the immersive, surreal feel was projecting mapping from 512 Creative.
Photo: Matt Petit Photography
A variety of themed bars featured cocktails from Sunset Boulevardier.
A variety of themed bars featured cocktails from Sunset Boulevardier.
Photo: Matt Petit Photography
One bar featured UV-reactive drinks that glowed under the light, a nod to the overnight repair capabilities of the treatment.
One bar featured UV-reactive drinks that glowed under the light, a nod to the overnight repair capabilities of the treatment.
Photo: Matt Petit Photography
There was also a mini spa where guests could get a Dewtopia facial.
There was also a mini spa where guests could get a Dewtopia facial.
Photo: Matt Petit Photography
In the spa area, a chandelier was made partly from Ole Henriksen products.
In the spa area, a chandelier was made partly from Ole Henriksen products.
Photo: Matt Petit Photography
Branded snacks also tied into the sparkling surroundings. The 100% vegan options included homemade 'pop tarts' adorned with Dewtopia branding.
Branded snacks also tied into the sparkling surroundings. The 100% vegan options included homemade "pop tarts" adorned with Dewtopia branding.
Photo: Matt Petit Photography
The event’s invitees—primarily social media influencers, who were not told in advance where they were headed—were flown to Littlerock, Calif., on a private jet with custom-designed Dewtopia branding.
The event’s invitees—primarily social media influencers, who were not told in advance where they were headed—were flown to Littlerock, Calif., on a private jet with custom-designed Dewtopia branding.
Photo: Matt Petit Photography
Latest in Experiential Marketing, Activations & Sponsorships
LinkedIn's Rooftop & Studio
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Visitors embark on a rescue mission with a team of fellow Minecrafters.
Experiential Marketing, Activations & Sponsorships
Block Party: See How Minecraft Was Transformed Into an IRL Video Game
The pop-up brought the magazine to life through live hair demonstrations by local stylists, along with immersive moments designed to honor the legacy, creativity, and versatility of Black hair.
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.
Experiential Marketing, Activations & Sponsorships
See Inside This High-Tech, Multisensory Experience from Don Julio
Related Stories
Lobos 1707 Tequila & Mezcal
Experiential Marketing, Activations & Sponsorships
Why This Liquor Brand Brought Its VIPs Hiking With Wolves
Walmart’s “Homecoming” Concert Series
Experiential Marketing, Activations & Sponsorships
See How These Brands Welcomed Students Back to School
NVIDIA, artificial intelligence (AI)
Hybrid & Virtual Event Production
Is This CEO Real or Fake? How Artificial Intelligence Is Taking Over the Event Industry
Fleuriste St-Germain Pop-Up Brand Activation
Experiential Marketing, Activations & Sponsorships
How St-Germain's Recent Activation Evoked a 1920s Parisian Salon
More in Experiential Marketing, Activations & Sponsorships
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
LinkedIn, Spotify, Canva, Pinterest, Meta, and dozens of other top brands showed up in a big way at the world’s most creative week. Take a look inside their splashy activations.
LinkedIn's Rooftop & Studio
Experiential Marketing, Activations & Sponsorships
Block Party: See How Minecraft Was Transformed Into an IRL Video Game
The popular game has been turned into an interactive in-person experience that just opened in Canada.
Visitors embark on a rescue mission with a team of fellow Minecrafters.
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Here’s a look at some steal-worthy ideas we spotted in June 2025.
The pop-up brought the magazine to life through live hair demonstrations by local stylists, along with immersive moments designed to honor the legacy, creativity, and versatility of Black hair.
Experiential Marketing, Activations & Sponsorships
See Inside This High-Tech, Multisensory Experience from Don Julio
Part guided tasting, part interactive art experience, the latest activation from the spirits brand immersed guests into the culture of the popular tequila.
During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.
Experiential Marketing, Activations & Sponsorships
This Event Turned Home Decor Into a Celebration of Latinas' Life Moments
Walmart and Apartment Therapy teamed up to celebrate the Becky G & Alejandra home collection—while also spotlighting the often-overlooked personal milestones of Latina creators.
The 'Mainstays Mujeres' event, which drew 32 Latina content creators, transformed a private residence in Venice, Calif. on May 30.
Experiential Marketing, Activations & Sponsorships
Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival
The annual music festival featured sponsorship firsts and lots of colorful experiences from brands like Kiehl's, 7-Eleven, and Coca-Cola.
It included an iconic cassette tape photo backdrop.
Most Popular
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Brands & Event Pros
Industry Innovators 2025: Sephora
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Innovators
Industry Innovators 2025: Netflix
Brands & Event Pros
Industry Innovators 2025: Chase
Experiential Marketing, Activations & Sponsorships
Summer Lovin': See How These Brands Celebrated Romance
From prebiotic soda to laundry appliances, brands are cashing in on the feel-good vibes of coupledom.
Them x Destination DC's WorldPride DC Kick Off Event
Experiential Marketing, Activations & Sponsorships
Brands Are Backing Out of This Year's Pride Events—But Some Are Stepping Up
Facing political pressure, some companies are cutting back on public and financial support for LGBTQIA+ events, while others remain strong.
Washington, D.C., is hosting this year’s WorldPride celebration.
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From TOMS Shoes, Mattel, Barstool Sports, and More
Here’s a look at some steal-worthy ideas we spotted in May 2025.
Max's 'Mothers of Max' Art Installation
Brands & Event Pros
Industry Innovators 2025: 11 Experiential Experts Reinventing How We Experience Brands
Meet the boundary-pushers, rule-breakers, and big thinkers shaping the future of experiential marketing.
2025 Industry Innovators Article Image Experiential2 B
Experiential Marketing, Activations & Sponsorships
See How Keebler (And Its Elves) Created Some Experiential Marketing Magic
The brand brought its Hollow Tree to life with creative pop-up experiences in three major cities.
Keebler brought its iconic Hollow Tree to life through pop-up experiences in New York, Chicago, and Cincinnati.
Experiential Marketing, Activations & Sponsorships
Netflix Rebuilds a Bookstore for 'YOU' Fan Experience—See Inside Joe Goldberg's Twisted Reality
The streaming service tapped longtime agency partner Invisible North to transform a blank-canvas venue in New York into Mooney’s Bookstore—creepy cage and all.
The YOU event took place April 22 and 23 in a completely transformed, 5,000-square-foot space located at 489 Broome St., just ahead of the release of season five, the final season of the beloved show.
Page 1 of 135
Next Page
BizBash
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  1. Privacy Policy
  2. CCPA: Do Not Sell My Personal Info
  3. Contact Us
  4. Site Map
© 2025 Connect Biz, LLC. All rights reserved.