The Approach
We design for the room, and for everything after it.
A brand activation has to land twice. It has to work for the person standing in the room, and it has to work for everyone who sees it afterward. We start with a thesis, not a mood board, we build an environment people actually want to be inside, and we capture it at production quality. The experience fills the room, and the photo and video carry it past the four walls, long after the night is over.
“The experience lives one night. The content lets it live for a quarter.”
Why LUME
What sets us apart
We pioneered immersive in NYC
LUME built one of the city's first wraparound projection studios and has been perfecting immersive brand work since 2016. When a brand wants the real thing, not an imitation of it, they come here.
Location, location, location
393 Broadway, in the heart of SoHo and Tribeca, with a street-facing marquee on one of downtown's most-walked corners. The address does half the work before a single guest walks in.
A decade of doing it well
1,700+ events for 700+ brands over ten years. We are known for this because we have done it longer, and done it better, than anyone else in the category.
Selected Activations
Brand activations we've produced
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What's Included
What a brand activation at LUME includes
The room is the production
A brand activation at LUME is built into the room. 360° projection mapping turns the entire interior into the brand's environment, with logo animations across every wall, product hero shots at scale, and campaign visuals running floor to ceiling. The street marquee on Broadway carries the brand outside the venue, driving foot traffic and press for the length of the run. The production tools are already in the room, so the activation costs less and looks bigger.
One team, full production
LUME is a full-service experiential production partner. Our in-house creative team handles concept, custom 360° projection content, vendor management, multi-camera capture, and same-day deliverable folders for press and social. Brand teams and agency producers approve the creative direction once, and LUME handles the rest, delivering an activation that drives real engagement in the room and content that keeps working long after.
Where brand activations compound
The activations that keep paying off share three traits. They happen in a venue with built-in cultural credibility, they get captured at production quality so the content runs as earned media, and they take place in a neighborhood that signals taste, which is why brands choose SoHo and Tribeca. Every activation gets photo, video, and content delivered same day or next morning, so the campaign earns media the week of the event and lives in the brand's feed all quarter. Book a brand activation walkthrough.
More Activation Formats
Popular formats brands run at LUME
Pop-Up & Retail
Storefront takeovers and retail pop-ups with custom projection and Broadway foot traffic.
Explore pop-ups →
Product Launches
Reveal moments, demo zones, and press previews engineered for capture and coverage.
Explore launches →
Beauty Activations
Sampling, masterclasses, and influencer beauty moments in a fully branded room.
Explore beauty →
Fashion Shows
Runway shows, presentations, and NYFW activations with 360° projection.
Explore fashion →Nike · Amazon · JetBlue · Adidas · Roku · Dropbox · ESPN · NBC · Bai · Puma