To celebrate the success and extended launch of Crown Royal’s limited edition Blackberry Whisky innovation, we partnered with Diageo to design and produce a multi-day experiential pop-up in the heart of Los Angeles. The ask was to introduce Crown Blackberry in a bold and unforgettable way, driving consumption and creating brand resonance with next-gen spirits drinkers.

To execute on this, we found an unparalleled venue on one of the busiest corners of West Hollywood, and fully transformed the exterior to give the brand an out of home amplification in addition to the activation experience itself. Once inside, guest truly stepped into the bold and juicy world of the spirit in a space, designed as a modern take on a lemonade stand with a 360-degree bar as the centerpiece.

The capstone of this activation was a collaboration with influencer and entrepreneur Jackie Aina’s company: FORVR MOOD. Jackie produced a limited edition candle scent inspired by the spirit’s ingredients. Candles were available to purchase onsite at the event, with proceeds going to Black Girl Ventures.

Role / Experiential Director (Brand New: A Collective)
IAT Partners / Taylor Strategy (PR), Starpower (talent), Vayner Media (content)
Production Partners / Tractor Vision (Fabrication), The Copper Key (Food & Beverage), CGS (Exterior Wraps), Smilebooth (photo booth)