Taking over all five floors of 214 Lafayette on May 5th, MKG transformed the space to immerse guests in all of the WMX brands through musically charged activations and experiences. The agency also paired the presentation with a performance by A-List talent to keep the energy high.
Using the ‘Behind the Scenes’ creative wrapper MKG wanted guests to experience the power of WMX’s brands. The strategy was to create an experience where guests would walk away with an understanding of WMX’s unmatched offering and be excited to work with all of the WMX brands in the future.
The first thing guests saw was a motif of scaffolding and dramatic lighting creating a three- dimensional collage with a mix of WMX content showing 50 years of history. To showcase the huge variety and completeness of the Songkick site, MKG created a wheat pasted wallpaper along the staircase to display the coolest shows playing around the world. QR code brought guests straight to the songkick gateway for all of their favorite upcoming shows.
Another catching point of the event was transforming the pool room into a UPROXX photo moment for guests to explore and get the paparazzi treatment as they explored the space. Guests stopped by the second floor to get a WMX tote and create custom merch unique to the event. Surrounded by iconic merch from past concerts and shows, this reinforced our theme of ‘Behind the Scenes’ with great guest takeaways.
MKG created a wall display with a timeline plotting major milestones of some of WMX’s biggest artists. With digital content and dynamic graphics, the HipHopDX story came to life next to the stage. The team also built a [temporary] tattoo studio inspired by The Pit and created tattoos based on famous The Pit artists including Travis Barker and Corey Taylor.
The night wrapped up with an iconic performance of Megan Thee Stallion.
