SoHo Experiential

The strongest experiential work is not just creating attention. It is creating experiences people genuinely want to be a part of. Participation, community, and cultural relevance are more important than spectacle. We wrote about what that shift means for brands and where experiential is headed next. Read the full piece!

The newest episode of In the Unlikely Event is live. Marie Christoffersen and Jeanne Venneri join to talk through the realities of experiential, from problem-solving in real time to what it actually takes to bring large-scale experiences to life. Listen now at https://hubs.ly/Q04jbSTl0 Follow @unlikelyeventpod on Instagram & TikTok, and @unlikelyevent on YouTube.

Thinking back on this one with Planters☀️🥜 Warm weather, outdoor events, and powering up with protein. Loved seeing people stop by throughout the day to play games, take photos, snack, and hang out with the brand. Always a good time bringing these kinds of experiences to life.

Celebrating moms with a few little treats from Starbucks, Lego, Godiva, and Slip!💐 Loved partnering with Macy's to create a Mother’s Day experience filled with thoughtful surprises and small moments of joy throughout the store. Thank you to everyone who stopped by and celebrated with us. 💖

People are looking for experiences that feel more real again. Not just something to post, but something worth being part of. We wrote about why that shift matters and what brands should be paying attention to as experiential continues to evolve. Read the full piece on our website now!

Happy to have helped bring this one to life in NYC at @Macys ✨ An incredible collaboration celebrating storytelling, fashion, and the spirit of New York. Loved being part of it. 🖤

From billboard to stage. In the Unlikely Event Podcast went live for the first time at the Business of Experiential event, and what made it hit wasn’t just the story. It was the room full of brands and agencies hearing, in real time, how one of our Campari experiences came to life—the challenges, the pivots, and how we solved the impossible together. Stay tuned for the full recording, you’ll want to hear this one. Rick Kiley Jeanne Venneri & Marie Christoffersen

After nine years on the ground at Coachella, SoHo Experiential Production Director Jacqueline Torti has seen what actually works. There’s no shortage of beautiful builds, but the ones people remember are the ones they’re a part of. We broke down what’s really happening on the ground and what brands should be paying attention to. Read the full piece!

Red Bull Dance Your Style USA took over New York City this spring, transforming the Brooklyn Museum into a live, unscripted stage. One-on-one street dance battles. No pre-selected music. No rehearsed routines. DJs drop tracks on the spot and dancers respond in real time. Different styles. No safety net. Just instinct, musicality, and the crowd deciding who moves on. It’s raw. It’s reactive. And it only works if you can adapt in the moment. Proud to have helped bring this one to life!