At Final Four Fan Fest in 2019, Eleague wanted a space to introduce guests to esports via the popular game Rocket League. The experience would feature college esports team competitions and gaming stations for both experienced players and curious guests.

Inspired by both the Eleague set in Atlanta and the Rocket League stadiums featured in the game, we built our space as a blend of both. The focal point of the space was a stage for two teams with the Eleague broadcast desk between them. Guests could try the game at seated or standing gaming stations. Axe, our sponsor, activated on each end in front of the Rocket League-inspired goal areas.

Concept and design: Doug Malicki

Build: Freeman

The NBA on TNT American Express Roadshow activated just outside the Chase Center in San Francisco for NBA Opening Night, 2022. In addition to the NBA on TNT Pregame Show. In addition to the broadcast, fans on-site were treated to live performances by Doechii and The Kid Laroi plus fan other fan experiences within the site, creating an interactive fan festival.

Fan experiences included an NBA Jam arcade, custom T-shirt
printing featuring Lakers & Warriors centric designs and the AT&T 5G Slam-Cam where fans received a slow-mo video of themselves throwing down their best dunk.

Finally, we had local Bay Area street art collective Illuminaries create a large-scale Warriors-themed mural that fans could interact with by adding their signatures and other messages too. The mural was donated to a local school after the event.

Role: Creative direction & design of T-shirt, arcade and slam-cam experiences. Creative direction on mural.

The Wells Fargo Propel card is all about rewarding an on-the-go lifestyle, offering 3X points for dining out, travel and popular streaming services. So when we concepted and executed a launch party for the card in NYC, we built it around those pillars.

As guests entered the party, they were given a replica Propel RFID card that they would use to interact with different experiences, order food & drinks, and earn points for a take-home reward. The event culminated with a performance by the band Ocean Park Standoff, featuring Samantha Ronson.

The party environment was inspired by the vibrant squares and plazas found in destination cities, with a hotel lounge space including a bar and LED swimming pool, a hawker-style night market with three popular NYC food vendors, and a travel-themed photo op.

Role: Creative direction, environment design in collaboration with Eunhae Kang.

Immediately after a Presidential debate, candidates head over to the spin room where they are interviewed by various media outlets. This room is usually located in a building adjacent to the debate venue. For 2020, CNN asked us to design a spin room concept that could be activated at different debate sites throughout the campaign cycle.

The space serves two functions- one being a live, on-air set and the other being a work area for members of the media. The challenge was to make a functional space that also looks great on live TV on a limited budget.

Our solution used large scale overhead graphics and large fields of color to pop on TV. The overall concept was kept simple enough to duplicate with minimal modifications for the various spaces we activated in.

Role: Creative direction, environment design

3D Renderings: Geoff Brown, Two B Creative

For 2017 our client is all about the idea of blends-multiple ingredients coming together to create something interesting. To bring the idea to life we are creating experiences that play with interesting juxtopositions. Blending two completely different objects to make something totally new.

For SXSW we created the Sound Bench. Part monster sound system, part statement-piece of furniture. In our branded space it created a spectacle that everyone wanted to interact with.

To deck it out further we had NYC street artist Gazoo come and lay down some bright patterns that really popped against the stained wood.

Concept: Rich Greene

Design: Doug Malicki, Gazoo

Patterns: Gazoo

Guinness pop-up in NYC and LA celebrating 200 years in the US.

Role: Creative direction, truck design, programming and engagement direction.

To celebrate the launch of Johnnie Walker Gold Label Reserve, we threw an exclusive party at the Gilded Lily nightclub in NYC. The event featured custom Gold Label Reserve cocktails and a performance by The Gold Collective. 

For the event, I designed the Gold Ball logo and poster, event invite and photo mechanic. Johnnie Walker branding was also strategically added throughout the venue. 

The Diageo Liquid Cellar was a pop-up nightclub that hosted exclusive parties and events the week leading to Super Bowl XLVIII. Housed in a subterranean space in Chelsea, the events were attended by celebrities, athletes and top nightlife and cocktail influencers. 

In a support role I created the Liquid Cellar branding and all collateral for the programming. I also created environmental graphic treatments for the various branded events.

The Zacapa Room was a dinner on a Manhattan roof deck hosted by Terrance J and attended by celebrity guests including La La Anthony.

My challenge here was to transform a midtown-Manhattan apartment into a premium Zacapa branded environment on a limited budget. To do this we outfitted the apartment with furniture, foliage and decor that fit the image of the brand. Large-scale graphics of Guatemalan scenery were applied to the walls. Large distillery images and string lighting adorned the patio. Colored LED uplighting added atmosphere.

Party and Terrance J photos: thewrap.com

Video: Diageo

Two portable bars were created for Whisky Fest 2015 at the Marriott Marquis in Times Square. The first showcased Lagavulin Scotch and the second showcased other Single Malts in the Diageo portfolio. 

The Lagavulin bar was inspired by architectural details of the distillery in Scotland. It is built with a dark stained wood and features laser-cut brass details. The word mark on the bar top is inlaid in the wood. 

The Single Malts bar features a map of Scotland made from inlaid copper on wood. Each distilling region is represented by a different copper finish. The bar is constructed of oak and finished in a gloss lacquer. 

The images here are the original 3D renders followed by shots from Whisky Fest 2015.