Part fashion show, part underground dance party, Reebok’s 2014 sales meeting turned the idea of a typical corporate event on its head.
Part fashion show, part underground dance party, Reebok’s 2014 sales meeting turned the idea of a typical corporate event on its head. As the official brand of CrossFit and the Spartan Race, the global athletic footwear and apparel company wanted its bi-annual sales meeting to reflect its youthful, energetic corporate culture. The one-of-a-kind hybrid event, held at shipyard warehouse in downtown Boston, included a two-hour general session with a choreographed fashion show and an after-party with food trucks and music by DJ Swizz Beatz. It also included a separate pop-up shop experience at Reebok’s nearby headquarters that introduced attendees to its new product lines, including the revamped Reebok Pump shoe.
Lightswitch worked with GO! Experience Design to design lighting worthy of a rock concert for the event and illuminate the pop-up experience. The team created two unique environments within the massive, raw warehouse space for the event. At one end, a theater made of scaffolding complemented the industrial setting and served as the stage for the general session. Dramatic, rock ‘n’ roll inspired theatrical lighting illuminated presenters and the dance numbers, which featured models wearing the company’s latest fashions. After the show, guests drank and danced at the moody, nightclub-style environment we crafted the other end of the space.
This multi-part event required a team that could design across disciplines. With experience lighting theatrical and music productions, corporate events and retail environments, Lightswitch was able to make each aspect of the experience unforgettable for attendees, while streamlining material and production costs for the client.