I FEEL LOVE
I Feel Love is an immersive music experience reimagining the late 1970s nightclub culture held during NYC Fashion Week.
We partnered with Republic Records/Universal Music Group to create an experience blending the sounds of Studio 54 with the theatrical aesthetic of Sleep No More. Both the audience and the artists were woven into an immersive narrative, interacting with the layout of the venue and a number of actors playing the role of club goers.
Brand partners included Absolut, International Flavors & Fragrances, Heineken and Uber.
As a founding partner for the event, Absolut really got into the spirit of the night with their “Absolut Moment,” where everyone’s drinks suddenly illuminated to the beat as Giorgio Moroder played the event’s theme song, “I Feel Love.” In addition, Absolut provided their own immersive experience through a secret martini lounge for select VIPs and guests.
As a leading innovator of sensorial experiences, International Flavors & Fragrances created four “atmospheric” scents inspired for us by some of the most emblematic ingredients of the disco era. “The Disco Tunnel” adopted a patchouli-inspired scent, also found on the physical tickets. The “Moroccan Air-stream” was reminiscent of spices and orange flower, while vintage cannabis herbal notes wafted through “Club Bazaar.” The “Main Room” completed the scent-scape with a blend of musk and suede.
7,000 attendees over two days
Sponsors: Absolut, Heineken, Makeup Forever, Uber
Artists Performed: Giorgio Moroder, Armand Van Helden, Jackmaster, Soul Clap, Kungs and more
Press coverage from Forbes, Billboard, KCTV 5, Timeout, Vice and more.
64M total impressions