An original event concept executive produced by BWW for Budweiser.

The event concept was anchored around the idea of a holiday gift box, specifically the inside of one. The vision started with transforming the minimalist, white space of The White Room into a purely gold one, giving event attendees the feeling they had stepped inside a giant, gold gift box. Aptly named Ribbon, armed with a custom logo and a black and gold colorset, the result of brand and experiential strategy cohesively came together throughout an array of details which included: 2 custom-made 10-foot-long handmade wigs made of gold and black ribbon worn by models atop ceiling-mounted swings, a custom-made, pliable shadow wall where models brought the wall to life, a custom-made ribbon shaped bar and branded furniture, decorations, signage and LED sticks. Ribbon transcended expectations and left a long-lasting impression on all event goers.