October 2010  ///  Lavo  ///  NYC

While Oxygen's 'Running Russell Simmons' only lasted 6 episodes, those fortunate enough to attend the show's kick-off party left with memories of hip hop history.

Taking over the NYC hotspot LAVO, we worked to bring in aspects of both Russell's style and Oxygen's style guide, including a argyle-printed green carpet and Oxygen 'O' bubbles projected on the sidewalk and surrounding the entry stairs. Complementing the decor-heavy club, were green shadowboxes with live dancers, LED animations surrounding plasma screen content, a custom painting of Russell, and a live twitter stream from guests in the party.

For the entertainment, DJ Cassidy spun Dej Jam hits and welcomed Run DMC's Rev Run and Pepa of Salt-N-Pepa's to stage for crowd-rocking MC sets.