Netflix // Stranger Things
INTO THE UPSIDE DOWN
Season 1 Premiere + Experience
-Netflix / Events Team-
On a cool night in July, MKG & Netflix took over the historic Mack Sennett Studios in Silver Lake for a night of eeriness to celebrate the premiere and launch of the first season of the Stranger Things series.
On the main floor, a custom screen and theater was built "inside" of Will's Hawkins, IN home. Following the screening, a hidden door opened to reveal a DJ booth created from 80s TVs, a woodshop complete with a blanket fort and a staircase to a mysterious basement below, filled with “easter eggs” of show details like Dungeons and Dragons and Schlitz beer in mini fridges, exciting the cast, creators and guests alike.
Role: Design Director/Designer @ MKG. Lead ideation and development of environment, translation of key Stranger Things brand elements into creative touches and elements, oversaw design team into execution and live event.
OBJECTIVE + STRATEGY
Objective: to promote excitement and press coverage for Netflix’s new original series, Stranger Things (season 1)
Strategy: create an out-of-the-box screening and after-party experience under one roof to house cast, crew, show creators, influencers and press, and introduce a new graphic brand and iconic 80’s mood for the Stranger Things series
Outcome: an Indiana inspired custom-built screening room in the sound stage of Mack Sennett Studios, followed by a theatrical reveal of eery woodshop and 80’s styled basement for an after-party not soon forgotten
A custom neon Stranger Things Title Treatment floating above key art of the boys on their bikes is surrounded by real trees brought into the studio, along with a physical bike is illuminated by "flashlights".
A 30' wide screen was rigged on a sound studio, with 80's inspired folding chairs and sofas for guests and talent to experience the first two episodes of Stranger Things.
Vintage lamp installation, programmed to interact with guests as they walked by.
Will's front porch & living room was rebuilt to create the perfect backdrop for the custom theater and screening room.
DJ Booth made from stacked 80’s TVs, glitching between the title treatment and and ghosts of Will.
Following the screening, a hidden wall was raised to reveal a group of six "scientists" in hazmat suits with searching flashlights who beckoned the guests into the party space.
A recreation of the iconic couch and alphabet scene from the series served as the photobooth for a guest takeaway.
Photography: @MarissaJoyPhoto - www.marissajoyphotography.com
