Turner NewFront 2017
Experience Everything; a common phrase found around Clarkson SQ during the Turner NewFront. Guests were invited to this immersive brand experience to see, touch, taste, hear and learn all things available on the digital platforms Bleacher Report, CNN and Great Big Story. Team ATOMIC was there from the start providing Production Services, Design and Set Construction with a rapid turnaround time from ideation to build.
Guests entered the venue at street level, walking through branded custom flats and entering into “the experiential river;” a walkway of dream screens built with Touchflex technology so the guests could dive deep into the content available on all three brands digital platforms. Just around the corner from “the river,” guests were greeted with a one of a kind mosaic wall comprised of devices showcasing how the three brands customize content for every digital platform.
The main room was segmented into three areas: Bleacher Report, CNN and Great Big Story. Each of the three stakeholders had an idea of what they wanted their spaces to look like, and ATOMIC Designer Mike Rhoads worked with those ideas to determine how they could fit into the space. The CNN space included a custom White House briefing room, an experiential dome and a CNN money coffee shop. In the Bleacher Report space, pillars and iPads were displayed showing their dynamic online content including B/R Mag and the new B/R app. In the Great Big Story zone, guests could watch multiple shows as they explored the space, while grabbing a snack at the popcorn bar.
The overall design of the event was meant to be both cohesive for all three brands and allow each brand to showcase itself through its own identity. To achieve this, ATOMIC began with a neutral grey palette – that blended well with the industrial and raw aesthetic of the space – and a cohesive event identity that embraced the connections between the brands. On top of that neutral palette, each brand’s space was uniquely representative of the brand’s color palette, language and storytelling. This was achieved through one of the largest-ever graphics packages coming from Team ATOMIC.
We are incredibly thankful to our amazing clients at Turner as well as our partners and vendors including 4Wall, A. Form, A1 Array, Adrienne Ratto, C2, Coronel, Dave & Gabe, Dimitri Carpet, Drape Kings, Early Bird Visual, Eidetic Productions, Full Dome, Friends & Family, Generousitas, George Czinkota, GSS Security Poppy’s, Polite in Public, Promptin’ Circumstance, Sarah Tester, Skylight, Theatrical Resources, Tour Tech, Two Dots, Valbran and WorldStage.