DESCRIPTION - Today, the Avalon New Regal Theater in Chicago, once the epitome of glamour, is now in a gorgeous state of decay. The construction of this abandoned landmark theater in 1928 was inspired by Moroccan fragrances which inspired the launch of Glade’s Autumn fragrance collection. Glade wanted consumers to rethink traditional Autumn fragrances - the typical Pumpkin Spice Latte mentality that the public is so used to seeing on the shelves. The brand challenged us to create an immersive experience to evoke new emotions from old scents. We opened the doors of the iconic Regal Theater for one night only for one glamorous soirée hosted by Glade.
A scent-led evening took media influencers on a “choose your own adventure” scent experience, a choice of three paths to discover their Autumn side by way of three fragrance inspired rooms.
A topsy-turvy tea party to tantalize the decadent scent of ‘Rich Pumpkin Dream.’ And an aromatic ‘Spiced Apple Magic’ Flamenco dance sizzling in a red-rich Moroccan theater.
ROLE - I was the Experiential Content Producer on this project, and served as one of the main points of contact between influencers/media, creative teams, agency partners and set design/production partners.