May 2011  ///  American Museum of Natural History  ///  NYC

For their 2011 Upfront, Telemundo wanted to go wider than cultural; larger than national; bigger than global. They wanted to go universal. With this astral theme in mind, the American Museum of Natural History was a natural fit for the host venue.

Indoctrinating guests to the theme, the save the date was a digital countdown clock widget that attendees could install on their Facebook pages while the invitation was a futuristic boarding pass for the Telemundo shuttle departure. Upon arrival, guests were greeted by space-suited staff, locating their reservations on ipads and distributing customized name tags. Once inside the theater, guests saw the countdown clock expire and the massive IMAX screen explode into with a wormhole of color and a light, only to arrive at planet Telemundo.

After the program, guests traversed and LED-lit, tension-fabric tunnel which functioned both as decor and roomshield for off-theme egyptian artifacts. At tunnel's end, ad-buyers and reps emerged into the Cullman Hall of the Universe, which was accented with bars, foodstations, lounge seating, infinity-mirror-topped cafe tables, a small stage, and a DJ platform.