Reimagining an annual celebration through four years of design.
Over four consecutive years, I played a lead role in shaping the creative vision for a flagship annual celebration, developing a unique theme and immersive experience for each event from concept through execution. My work spanned creative strategy, experiential design, environmental graphics, motion graphics, and production, transforming each year's blank slate into an immersive experience. From early brainstorming through on-site installation, I remained involved throughout every stage of the creative process.
Role: Experiential Designer & Creative Lead
Project Type: Annual Corporate Event
Scope: Creative Strategy, Experiential Design, Environmental Graphics, Motion Design+
DESIGN APPROACH
Inspired by the timeless elegance of New York City's iconic hotels and the glamour of the Roaring Twenties, Hotel NYO transformed the venue into a luxurious destination. Guests were welcomed through a grand hotel lobby featuring check-in moments, champagne towers, and an ornate oversized frame that invited attendees to become part of the experience.
NYO Disco reimagined the energy of the 1970s through a bold cosmic lens, blending disco nostalgia with celestial-inspired design. Dynamic lighting, vibrant colors, live roller skaters, and an interactive constellation wall created an immersive celebration filled with movement, music, and unforgettable moments.
Lighting the Future embraced a bold, futuristic visual identity through reflective surfaces, neon lighting, and immersive digital moments. The result was a sleek, high-energy environment that transformed the venue into an optimistic vision of what lies ahead.
NYO Loves NYC celebrated the city's unmistakable character through an immersive tribute to its most recognizable landmarks and neighborhoods. From subway station-inspired food facades and a neighborhood bodega bar to a golden subway entrance photo moment, the experience captured the energy, charm, and spirit of New York City.
Project created at Tinsel Experiential. All trademarks and brand assets are the property of their respective owners and are displayed for portfolio purposes only.
Creative Team: Natasha Melo, Evan Petragnani, Abby McDonnell, Jaipreet Uppal & Alaysha Mikell
Photography: Edith Ann Photography, Ashraf Hamidef & Megan Rainwater
