Razor blades and roller blades, a good match, right?
For our client, Gillette Labs, they are.
about the event
To celebrate Super Bowl 56 in Los Angeles, Gillette (in true Santa Monica style) created a pop-up roller rink immersive experience. The Gillette Labs Super Bowl Experience took place all weekend long and included a free hour-long skate, shaves from celebrity barbers, and special appearances from NFL players such as, Derwin James, and more.
why we loved it
This project was a personal favorite for the Production Designer, Taylor Jurell, and Senior Director, Lauren Brignone.
“I think it’s reminiscent of our Nike activation days and something we do have strength in. I personally really enjoyed working on this project and would like to do more work similar to it” Taylor Jurell
“It shows a medium scale, high value, high impact event that had a great turnout” Lauren Brignone
ATOMIC was heavily involved with the design and production of the event. This included:
- Site scouting
- Concept design
- Venue management
- Fabrication management
- Permitting
- Lighting design and installation
- Audio
- Power
- Site Management
When we say, “it takes a village,” we mean it.
All of this could not have been possible without the help from our incredible venders:
- Ketchum
- Pop SK8
- TractorVision
- EarlyBird Visual
- LiteWurx Design
- 4Wall
- CT
- Theatrical Resources
- Dimitri Carpet
- JRM Security
- James Paola Permits
- CAT Entertainment Services
- City of Santa Monica
- Santa Monica Fire Department
- The Production Truck
- Quixote
Finally, thank you our wonderful team who was on site to make sure the event ran as smooth as a clean shave – Taylor Jurell, Lauren Brignone, Pat Bonner, Jeff Lotz, and our brilliant freelancers Betty Butchar and Colin Miller!
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