Playboy is one of the most iconic publications in the world, with an unparalleled legacy of cultural leadership through transformative editorial. As the brand’s creative strategy partner, The Gathery was tasked with taking the world of Playboy and reimagining its pages to create an unprecedented live experience.
Activating across two days in Los Angeles and four in New York City, the immersive visually-driven platform transported hundreds of guests directly into the pages of “glossy” and highlight the re-articulated Playboy mission for a new generation of readers.
Leveraging curated programming with thought-provoking panels and powerful interviews, our activations focused on Playboy’s Spring Q2 and Summer Q3 issues to celebrate all things Freedom of Expression and Sexuality, respectively. Coupled with sensual musical acts and groundbreaking projections and installations that raised a glass to Playboy’s heritage while applauding its direction for the future, we fortified the undisputed legacy of the brand while craving its place in today’s cultural zeitgeist.
Brand Strategy and Planning
Event Management and Production