A full-production brand activation venue at 393 Broadway. 5,400 sq ft, street-facing marquee, 360° projection mapping. Brand activations for Amazon, Adidas, JetBlue, Patrick Ta Beauty, and New York Fashion Week.
NYC brand activation venue powering 1,700+ campaigns for Amazon, Dropbox, JetBlue, Adidas, and Fashion Week. Full-service experiential marketing.
Brand activations at LUME are built around five things that decide whether the campaign lands. The arrival moment: a brand-forward marquee on the building exterior, custom projection on the storefront, a step-and-repeat that looks designed. The interior environment: a fully customizable space where the entire room becomes the brand's world, not a room with a logo on a poster. The activation moments: product reveals, demo zones, hands-on stations, influencer photo setups, each one designed for capture. The hospitality: full bar, kitchen catering, dialed-in AV. And the post-event content: photo and video delivered same day, so the campaign produces earned media the same week.
LUME Studios is the NYC brand activation venue at 393 Broadway in SoHo and Tribeca. 5,400 sq ft of fully customizable immersive space across five floors with 360° projection mapping, a 17-speaker JBL audio system, a street-facing marquee on Broadway, and an in-house creative production team. We've produced over 1,700 brand activations, product launches, and experiential campaigns for Amazon, Adidas, JetBlue, Patrick Ta Beauty, Lemon Perfect, TRESemmé, and New York Fashion Week. This is where brands come when the activation has to land.
How It Works
A brand activation at LUME is built into the room. 360° projection mapping turns the entire interior into the brand's environment, from logo animations across every wall to product hero shots at scale to campaign visuals running floor-to-ceiling. The street marquee on Broadway carries the brand outside the venue and produces foot traffic and press visibility for the duration of the activation. The 17-speaker JBL audio system handles panel discussions, hosted moments, and full DJ sets through the same room. 5,400 sq ft across five floors gives every activation room to breathe. VIP previews on one floor, hands-on demos on another, dinner in LOFT 4. The production tools are already in the room, so the activation costs less and looks bigger.
LUME is a full-service experiential production partner. The in-house creative team handles activation concept, custom 360° projection mapping content, vendor management, multi-camera content capture, and same-day deliverable folders for press and social. Brand teams and agency producers approve the creative direction once, and LUME handles the execution. The deliverable: an activation that produces real engagement at the venue, captures content that runs as paid-equivalent media for the next 90 days, and lands the press coverage the campaign was built for.
The activations that produce ongoing value share three traits. They take place in a venue with built-in cultural credibility, where the room itself becomes part of the brand story. They get captured at production-grade quality so the content runs as earned media long after the doors close. And they happen in a neighborhood that signals taste, which is why brands choose SoHo and Tribeca. Every activation we produce gets photo, video, and content delivery the same day or next morning. The campaign earns media the week of the event, lives in the brand's social feed for the next quarter, and gets pitched into press for as long as the campaign is running. Book a brand activation walkthrough.
5,400 sq ft across five levels with 360° projection mapping on every wall and floor. Custom branded environments built by our in-house team. RGB Astera spotlights with full color control. The room becomes whatever your event needs.
Michelin-caliber kitchen built with input from Michelin-star chefs. Bring your preferred chef or one of our trusted catering partners. Full bar service available with wine, beer, spirits, and custom cocktails crafted around your event.
17-speaker JBL spatial audio engineered for music and speech. Multi-camera capture, live streaming, professional mics, 4K displays in every room. Fast Wi-Fi and full electrical infrastructure for any production scale.
Broadway-facing marquee for arrival messaging. In-house photo and video team with next-day content delivery. Custom 360° projection content built for your event. Step-and-repeat installations, full event signage, and on-site coordination.
The 3,400 sq ft main floor + Basement lounge with 360° immersive projection mapping. Up to 200 standing, 120 seated. Custom-branded environments wall-to-wall, theater-grade 17-speaker JBL audio, RGB Astera spotlights, fast Wi-Fi, fully reconfigurable for any event format.
LOFT 4 is our intimate fourth floor space for up to 75 guests. Authentic SoHo cast iron loft setting with exposed brick from 1867, on-site Michelin-caliber kitchen with dining tables, and 4K display with Apple TV. Used for private dinners, executive meetings, masterclasses, press previews, and intimate brand events.
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LOFT 2 is a flexible second floor loft for groups up to 60. It comes with a large wall projections, high speed Wi-Fi, and a kitchenette, with layouts that move easily between conference, classroom, and workshop setups.
Use it on its own for lunch meetings, catered presentations, and workshops, or as a breakout room, green room, or VIP space alongside a larger event downstairs.
LUME Studios played host to a high-energy, visually immersive celebration with global DJ and producer Peggy Gou, in partnership with Don Julio 1942.
Investor day panel discussion captured under the immersive 360° projection with theater-grade audio.
Bombay Sapphire's Sensory Auction challenged the way we value and perceive artwork by auctioning off pieces not based on monetary value, but by sensory emotional response to the work.
Product launches, influencer events, press previews, experiential marketing campaigns, brand pop-ups, beauty events, fashion activations, tech reveals, and integrated brand experiences for category-defining companies.
LUME is a full-service experiential production partner. Our in-house creative team handles concept, custom 360° projection mapping visuals, vendor management, content capture, and post-event delivery. Brands save weeks of vendor coordination by working with us instead of cobbling together a venue plus production agency.
Up to 200 standing for full activations. Smaller invite-only previews fit in LOFT 4 (35) or LOFT 2 (60).
Yes. Brand activation clients include Amazon, Dropbox, JetBlue, Adidas, New York Fashion Week, and Lemon Perfect. See past brand activations for examples.
Yes. From custom creative concepts through on-site production, capture, and post-event delivery, LUME produces brand activations as a complete service, not just venue rental.
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