Advertising Week New York Web3 Lounge by Midnight Oil
![](https://imaginegroup.imgix.net/general/Advertising-Week-NY-Web3-Lounge-by-Midnight-Oil-5.jpg?crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=675&ixlib=php-3.3.1&q=82&usm=20&w=1200&s=ab58591146b67a1f895491e832eac09b 1200w, https://imaginegroup.imgix.net/general/Advertising-Week-NY-Web3-Lounge-by-Midnight-Oil-5.jpg?crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=558&ixlib=php-3.3.1&q=82&usm=20&w=992&s=6558a7d46b2b5e862ac53db2a57ef234 992w, https://imaginegroup.imgix.net/general/Advertising-Week-NY-Web3-Lounge-by-Midnight-Oil-5.jpg?crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=576&ixlib=php-3.3.1&q=60&usm=20&w=768&s=1c9e97bf4a8bbc9048b1a4e958a42c5e 768w, https://imaginegroup.imgix.net/general/Advertising-Week-NY-Web3-Lounge-by-Midnight-Oil-5.jpg?crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=432&ixlib=php-3.3.1&q=60&w=576&s=79d8017f09f45ccaee286a1a5ce17023 576w)
Challenge
Advertising Week New York is the biggest event for heads of marketing, media, advertising, and tech. The event was hosted in the defunct Manhattan Mall, and D2 by Emerald was given a significant space to transform into a promotional lounge. This was their first time having a branded space for a prominent trade show, and they needed to make an impression.
![](https://imaginegroup.imgix.net/general/Advertising-Week-New-York.png?auto=format&crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=432&ixlib=php-3.3.1&q=82&usm=20&w=1200&s=d3a9a4e8e19c1af6ee64c6b628e9b432 1200w, https://imaginegroup.imgix.net/general/Advertising-Week-New-York.png?auto=format&crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=864&ixlib=php-3.3.1&q=61&usm=20&w=2400&s=7998da41398efe592ffacf30ebcbcb4a 2400w, https://imaginegroup.imgix.net/general/Advertising-Week-New-York.png?auto=format&crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=276&ixlib=php-3.3.1&q=60&usm=20&w=768&s=2faed2fc179ddb4e07dac46fdd258e12 768w)
Solution
Midnight Oil concepted a beach-themed lounge reminiscent of the biggest summer blockbuster of 2023, Barbie.
We created a beach party motif using the pink color palette and added a camper van, leaning into the Barbie theme, as well as a lifeguard tower that doubles as additional seating. Topped off with a check-in desk, the space was undeniably Barbie without a single piece of branding. Without the ability to use vinyl on surfaces, we covered the walls with printed fabric and built the additional elements out of corrugate.
![](https://imaginegroup.imgix.net/general/Advertising-Week-NY-Web3-Lounge-Concepts-by-Midnight-Oil-2.png?auto=format&crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=416&ixlib=php-3.3.1&q=82&usm=20&w=1200&s=f2f9fe85241d3e833d56a280f3073d0f 1200w, https://imaginegroup.imgix.net/general/Advertising-Week-NY-Web3-Lounge-Concepts-by-Midnight-Oil-2.png?auto=format&crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=833&ixlib=php-3.3.1&q=61&usm=20&w=2400&s=fff1b00d492e681bad09fcc990589134 2400w, https://imaginegroup.imgix.net/general/Advertising-Week-NY-Web3-Lounge-Concepts-by-Midnight-Oil-2.png?auto=format&crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=266&ixlib=php-3.3.1&q=60&usm=20&w=768&s=a86e1264be98ba2d55737029884fb1c4 768w)
Result
The space was a huge success. The client said that Midnight Oil exceeded their wildest expectations, with the space attracting thousands of attendees who engaged with the space and posted photos to their social media accounts. Seeing the demand, Advertising Week promoted the lounge to attendees, used footage in promotional posts, and featured a tour of the space in the live feed on their website.
We absolutely loved working with you. People raved about the space. I’m still getting notes about it.”
![](https://imaginegroup.imgix.net/general/Advertising-Week-Web3-Lounge-by-Midnight-Oil-results-x3.png?auto=format&crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=300&ixlib=php-3.3.1&q=82&usm=20&w=1200&s=20c34dab9fd4d0cdb52f26255e15388c 1200w, https://imaginegroup.imgix.net/general/Advertising-Week-Web3-Lounge-by-Midnight-Oil-results-x3.png?auto=format&crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=600&ixlib=php-3.3.1&q=61&usm=20&w=2400&s=a7b04c48fc40ab1daa71175171a73a7b 2400w, https://imaginegroup.imgix.net/general/Advertising-Week-Web3-Lounge-by-Midnight-Oil-results-x3.png?auto=format&crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=192&ixlib=php-3.3.1&q=60&usm=20&w=768&s=afbb1961725fc6cfeb706ca468e19027 768w)