Some Super Bowl parties serve wings and call it a night.

On February 8, 2026, LUME Studios partnered with chef and cultural ambassador Manolo Lopez of Cafe Colmado to host Countless Yards, a Super Bowl LX watch party powered by Adidas. The event was designed from the ground up to celebrate one of the most anticipated halftime performances in NFL history.

Countless Yards Super Bowl watch party at LUME Studios

The Brief: Puerto Rico in SoHo

Manolo Lopez is not just a chef. He is a cultural ambassador and the driving force behind Cafe Colmado and Mofon.go, a culinary venture that has spent years connecting New Yorkers with Puerto Rican culture through food. When Manolo came to LUME with the concept for Countless Yards, the brief was clear: transform 5,400 square feet of immersive space into a Puerto Rican celebration worthy of the moment.

The one-sentence story that made this event coverable without attending: Bad Bunny's historic halftime performance, experienced inside 360-degree projection, with Puerto Rican food and 200 people singing every word in Spanish. That story wrote itself. Press coverage ran for weeks after February 8.

The Space: Every Wall Was the Game

What separates a watch party at LUME from every other watch party in New York City is what happens when you walk through the door. The 360-degree projection system transformed the entire main floor into an immersive viewing environment. The game was everywhere, not on a screen in the corner of a bar, but on every wall, every surface, surrounding the crowd completely. For a look at how activations like this are designed from the ground up, see our guide on how to plan a brand activation in NYC.

360 degree projection at Countless Yards LUME Studios

The Halftime Show

Bad Bunny made history as the first Latin artist to deliver a Super Bowl halftime performance primarily in Spanish. Lady Gaga joined as the first special guest, followed by Ricky Martin performing Lo Que Le Paso a Hawaii. When Ricky Martin hit the stage, the crowd lost it. People were singing every word in Spanish, dancing in every corner of the space, strangers becoming friends over shared pride and shared joy.

That is what the event was designed to produce. Not a watch party. A cultural moment.

What Countless Yards Proved

Guests at Countless Yards LUME Studios Super Bowl party

A watch party does not have to be passive. When you combine the right creative partner, the right food, the right sponsorship, and the right immersive technology, it becomes something else entirely. The Countless Yards content and press coverage continued generating reach long after February 8 — exactly the pattern we describe in our post on how the best activations keep working for weeks after the event ends.

For agencies bringing clients to LUME, Countless Yards is the proof of concept. The venue, the production, the cultural moment, and the post-event content life were all part of one brief, executed by one team.

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