OBJECTIVE + STRATEGY

Objectives: create an immersive brand experience that highlights and celebrates YouTube’s Creators, deliver unexpected moments of surprise and delight across the event’s footprint and programming, and thoughtfully cater to the diverse needs of all attendee audiences

Strategy: designed to feel as though guests had stepped inside the YouTube logo itself, the event was bathed in a signature red glow that established an energetic, inviting atmosphere and seamlessly connected each key moment throughout the space

Outcome:  Guests at YouTube’s Upfront after-party were immersed in a vivid, branded universe where every detail spoke to the heart of YouTube’s culture. From the signature red lighting that washed over the entire space to sculptural floral arrangements, the decor was bold yet inviting, setting a tone of celebration and connection. Seating areas featuring plush, colorful couches and whimsical brand shape light fixtures invited guests to relax, mingle, and enjoy the night.

A series of brand shapes illuminated the key areas - food and drink, of course! Each shape was custom-built with integrated lighting and specific gradient values.

Throughout, bespoke food and drink presentations—complete with branded packaging—offered a taste of YouTube’s innovative flair, adding unexpected “surprise and delight” moments that kept guests engaged and excited.

Sculptural floral arrangements and plush seating areas provided stylish, comfortable spaces that invited guests to relax and connect.

A large illuminated YouTube play button created a perfect photo moment and reinforced the brand’s playful digital identity.

A DJ booth, framed in a striking red and white gradient, anchored the dance floor, energizing the crowd with dynamic beats.