May 2012  ///  Highline Ballroom  ///  NYC

Fun. If nothing else, 'Fun' was what our MTV Tr3s client sought for their 2012 Upfront to be about. Kicking off as a 'Latin Street Fair', we sought to create an environment that would feel native in any latin culture, from Buenos Aires to the Bronx.

Taking over the Highline Ballroom, a traditional NYC concert venue, we constructed scenic installations over the existing VIP booths. The first became a Colombian party bus complete with a truck grille, tire, rearview mirror and working headlight. The other, topped with corrugated metal roofing, was transformed into a taqueria, serving up build-your-own tacos for guests.

Under a canopy of bistro lights, guests segued from the comedic to the content to the concert, featuring the swoon-inducing Juanés, and then on to the dance party, where advertisers and time-slot sellers conjoined in 12am conga lines.