The Super Bowl in New York was a major opportunity for brands to bring an elevated experience to the packed forum. We presented a VIP program to Diageo that would showcase their premium reserve brands as the must-attend parties during this crammed week of events. Key partnerships where developed to deepen existing relationships and open doors to new ones.
Liquid Cellar was inspired by the classic NYC speakeasies where retreat from public eye was key. Creating a space for VIP celebrities to come and enjoy a night of entertainment with ease and grace dictated the selection of space and the overall experience. A subterranean space off the beaten path with ample room to activate a multiple partner brands and maintain a full primary space.
Four nights of parties and activations, from a Smirnoff Tailgate party to a Bootsy Bellows pop up club, brought a star-studded list of guests, such as Joe Montana, Aaron Paul, Paris HIlton, Mark Zuckerberg, among many more, had PR amplification buzzing. Coupled with great nightly entertainment, the Liquid Cellar was the underground speakeasy VIP Super Bowl party.