Brand Immersion Media Event

March 2018

Inspired by immediate surroundings of Chelsea’s landmark theater, The Joyce, The Gathery created and developed a brand immersion event that educated guests. Designed as a linear narrative, guests explored the eight brand design signatures through eight carefully considered activations spread throughout the theater. From dramatic arrivals to WOW washrooms, each aspect of the brand was explained through immersive experience encouraging guests to look and look again at the unique elements of this thoroughly clever brand.

The dramatic arrival of the Joyce marquee was enhanced by fashionable versions of ushers welcoming each guest and sending them inside. The unexpected came to life floating over the bare audience where a perspective sculpture revealed the brand name — an artful nod to nearby art galleries. The neighborhood also came to life through a unique mix of local flavors at the F&B-inspired discovery table. On stage, a highly visual studio-style presentation space was set in front of live-art video projections, charmingly washed against the theater’s brick walls. As a final touch, we rethought the bathroom attendant with a live-action WOW washroom attendant.  


Creative Direction
Art Direction
Experiential Design
Custom Fabrication
Event Production and Management