Red Bull Midsummer
To celebrate the summer solstice, Red Bull tasked our team with partnering with them to produce the New York City leg of Red Bull Midsummer, an unprecedented, sun-following global music experience.
From the moment the doors at Sunset Park Rooftop opened at 10:00 AM, the rooftop hummed with panoramic views of the Manhattan skyline. Attendees gathered for a 16-hour marathon experience that blended music, movement, and community. The curated programming paid tribute to the roots and future of Black electronic dance music, featuring a powerful roster of artists.
Beyond the DJ booth, guests explored a thrift market of local, independent vendors and a pop-up record shop. High-energy fitness and wellness sessions, local food vendors, and open gathering spaces rounded out the festival atmosphere.
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Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
