The Paramount Upfront events are among the company’s most high-profile annual events, where we preview upcoming shows to our advertising and media partners with the aim of securing ad deals in advance.

For the last three years, the events have been built around a dinner experience at Chelsea Factory in New York. Through creativity and innovation, we reimagine Chelsea Factory as a fully immersive space that invites guests to experience Paramount’s popular and culture-defining content in a more intimate way.

For this year’s Paramount Upfront, we embraced a bold direction centered around the theme of transformation and designed with a “future-tech” aesthetic. The design harnessed the industrial character of the New York venue, juxtaposing raw concrete with brushed aluminum surfaces that served as a minimalist canvas for dynamic LED lighting and immersive video content.

Outside, the building was branded with graphics featuring vibrant lights that form Paramount’s iconic mountain, celebrating our storied legacy and creative spirit while representing the myriad points of connection we have with both our advertising partners and our audiences.

In the cocktail space, a curved LED screen became a living canvas for showcasing our content, along with innovative, cutting-edge DragonO technology that enabled stunning, 3D volumetric video displays.

This immersive experience extended into the dinner space, where three expansive, connected LED screens enveloped guests with different kinds of content and supported the evening’s presentations. The centerpiece: a rotating main stage that enabled dramatic entrances by A-list talent and surprise musical performers hidden behind the screen, delivering unforgettable moments of spectacle and delight.

We collaborated with a range of vendors to build out the space with minimal custom fabrication, prioritizing rental products wherever possible. This approach allowed us to meet our sustainability goals by reducing waste and minimizing the amount of material sent to landfills.