Hit Play was brought in, alongside our partner Artemis Events, to produce AEG’s 66th Annual Grammy Awards party at the Crypto.com Arena in Los Angeles, CA. The team was tasked with bringing this year’s botanical theme to life through interactives that creatively blended physical and digital elements.

The entry experience brought attendees through a tunnel of digital screens (including the floor) that were interspersed with florals and beams of light and haze, creating an atmospheric effect that mirrored dappled light filtering through tree leaves. The fog barrier at the tunnel exit provided just enough cover for the party space on the other side to feel revealed with a bit of flare. The lighting throughout aligned with the timing of the evening's events. For the pre-Grammy party, it resembled the warmth of a daytime greenhouse, while the evening afterparty tones were moonlit, bringing in deep blues and purples. The focal point of the room was the centerpiece bar, which transitioned from bar shelves into a fountain of florals and above that additional screens, continuing the botanical aesthetic to the ceiling.

To highlight the events’ sponsors without breaking from theme, a digital water feature ‘printed’ the logos as the drops fell and a fog wall provided an airy backdrop for video projected recognition. To close out the night, an area of the tent was built-out with a high end LA club vibe, for attendees to dance and celebrate the night's achievements.