Maxim Magazine Annual Super Bowl Party

Every year, MAXIM Magazine throws the biggest, most coveted Super Bowl Party around and this year did not disappoint. With the big game coming to the New York City area for the first time, they partnered with Talent Resources Sports to double down with a two-night party. Taking over one of the chicest event spaces in Midtown, Espace, DJ Dirty South spun EDM all night long Friday and Kendrick Lamar brought down the house with his performance Saturday night.

We worked closely with TR Sports to concept, design and produce an iconic New York centric event befitting MAXIM’s brand, bringing back the sexiness and grit of 1980’s NYC streets. We transformed the columns into graffiti-ridden fire escapes for Patron and MAXIM girls to dance upon, surrounded the VIPs with the infamous silhouette of the city’s skyline with the Brooklyn Bridge, and scattered various street elements throughout the space- traffic lights, street lights, classic “Post No Bills” walls, and chain link fences.

In contrast to the urban event space, we worked with party sponsor Heavenly Resorts in Lake Tahoe to create a ski-resort oasis in the foyer. Complete with snow covered Evergreens, “trail map” ice luge, shot skis and a snowboard bench, we also built a ski-lift chair-inspired photo booth for guests to share. Most of the other sponsors were incorporated into the NYC theme with an Empire State Building replicated from AQUAHydrate bottles, City Maps to pin your favorite place to drink Patron, and a chandelier of starlit Patron bottles. Other sponsorships included Wonderful Pistachio’s dedicated lounge, with delicious pistachios, Patron Bars, Touch giftbags and Redbull’s DJ rig and product.