Paramount Mountain Expedition Las Vegas
Las Vegas, NV
2024
Industry: Entertainment
Agency: AgenC
Environmental Design: myself. VP Creative Direction: Stephanie Daly. Creative Direction + Production Lead: Chris Myrlea. Art Direction: Susan Houmes
Images: AgenC, Event Marketer, S. Daly, S. Houmes
Paramount+ CBS network was was the host for Super Bowl LVIII. To heighten awareness and connection with audiences, they held a massive takeover in Las Vegas featuring experiential “lodges” and spaces for several of its popular programs. Among the 13 total IP activations, I designed the activations for the CBS sitcom Ghosts which included fun games and visuals, the Bob Marley experience room to kick off the launch of the feature film, and a beauty salon experience for BET Tyler Perry’s Sistas series.
The Site: The Mirage, Las Vegas
With Las Vegas being the host city for Super Bowl LVIII, the site for the sprawling activation took over a block in front of The Mirage. It included a “mountain” that covered The Mirage’s famous volcano, and was a 4 day activation promoting the entertainment brand and its exciting catalogue of IP across CBS, MTV, Nickelodeon, BET, and Paramount+. The exterior of the experience and other IP activations were created by additional design team members.
CBS Ghosts “Woodstone Manor”
For this space, I wanted to replicate the spooky mysterious energy of the Woodstone B&B where the hilarious ensemble reside. To immerse guests in the story, we developed a set of interactive phone booths where one can speak to one of the ghostly cast members, token boxes where you drop in your answer to the question “do you believe”, framed art featuring the cast, and a digital screen ticker. I referenced the antique-style of the show set with rich wood surfaces and antique wallpaper, material surfaces, and furnishings that feel like the ones in the cast’s main sitting room.
Bob Marley Experience Space
With guidance from Chris Myrlea who created a large scale Bob Marley experience prior, we designed a small activation inspired by the legacy of Bob Marley and his music, decked out in lush greenery, signage for the film, and Rasta colors to bring the theme to life.
BET Tyler Perry’s Sistas Salon
The Sistas activation was inspired by a main character on the show who owns a salon. For the attendees, this salon was a place of respite where they could receive massages, relax and recline, or snap a picture amongst the branded floral backdrop. We leaned into clean and upscale marble white and gold for the aesthetic of this activation. (This completed design is an edit of my original)
