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  photos  :   Chris Swoszowski

photos Chris Swoszowski

Girlboss


Girlboss Rally

march 2017


Sophia Amoruso, author of #1 NY Times Bestseller Girlboss, tasked The Gathery to re-invent the traditional conference template into an innovative and stylish experience for the launch of her new event series, Girlboss Rally. Mining inspiration from Sophia’s novel and the directional aesthetic found in her coffee table tome, Nasty Galaxy, we created a design that balanced contrasting nuances. Transforming Hudson Lofts, in Downtown Los Angeles, our approach utilized the abundant light and raw materials found in the loft space to develop an effervescent experience — rising from the grit of the back-alley street entrance, ascending through a rose-colored “glass" elevator, and into a textured world built for content creation and engaging conversations.  Framed poster art, designed to evoke vintage rock posters, where combined with hand-drawn wall art giving the venue an immediate vibe. A choreographed ballet of 50 speakers, 500 guests, 7 title sponsors moved through 3 panel rooms featuring 26 unique conversation. A bookstore studio, a photo studio, lounge and VIP programming rounded the two-days of events.  All activity was capture on film to bring the experience to a digital audience. 


Services


Brand Strategy and Planning
Creative Direction
Art Direction
Experiential Design
Custom Fabrication
Web and Digital Design
Event Production and Management
Talent Management
Video and Photo Production