turner: upfront

Working with Turner and their longtime production partner Atomic, the Participation Agency was charged with developing a visual identity and experiential design for Turner’s 2017 Upfront event. The identity would be a throughline from the invitation process to spacial elements and guest experience.

Alongside Atomic, we developed an artistic and scenic direction for the lobby. The goal was to create an inspiring entry experience that can be seen briefly as guests pass through or explore more deeply if they chose, before entering the main presentation.

The lobby’s interactive elements were intended to communicate the power of the Turner portfolio, the value of Turner’s brands, programming, strategy and innovative ad solutions in innovative, playful, simple ways.

More than 3,000 attendees entered the Madison Square Garden Theatre lobby through “The River,” a tunnel of dream screens with Touchflex technology. “The River“ creators, Dave & Gabe, featured interactive Turner content on all the screens, creating a social shareable moment at the start of #TurnerUpfront2017.

Adding to Turner’s vision for an experiential upfront were the “Talent Pods”, in which guests could pick up a phone and talk face-to-face via video screen with the Turner celebrities that were hanging out in the green room, prior to the show. 

Agency: Participation Agency