The Gillette Labs Super Bowl Experience

<<Prev Next>>


Razor blades and roller blades, a good match, right? For our client, Gillette Labs, they are. 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.

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

A Blank Canvas

Build It and They Will Come

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!