The Spaces
Brand activation spaces at 393 Broadway
Not a single room. A cast iron building in SoHo and Tribeca where the activation can be a 200-guest immersive launch, a 35-seat press dinner, and an after-party downstairs, on the same night and under one roof.
Up to 200 standingThe Immersive Studio
2,400 sq ft of 360° wraparound projection with 16 projectors and 17-speaker spatial audio. The main activation room, where the brand environment runs floor to ceiling on every wall.
Lower levelThe Basement Lounge
1,000 sq ft of low-lit lounge directly below the studio. Works as an after-party, a VIP room, a green room, or the second act of a launch upstairs.
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Seats up to 35Loft 4: Private Dining & Kitchen
2,000 sq ft with a working kitchen and a dining room that projection maps like the studio. Built for press dinners, intimate previews, and seated brand programming.
60 seated / 100 standingLoft 2
A cast iron loft with full-height windows, arranged per event. Invite-only previews, workshops, breakouts, and production offices during a multi-day run.
Street levelThe Marquee
A street-facing marquee on one of downtown's most-walked corners. It carries the brand outside the building for the length of the run, and it is why activations here get photographed from the sidewalk.
Up to 12,500 sq ftThe full building
For larger activations the footprint expands to a full-building takeover across five floors, arranged per event. One address, one load-in, one COI.
Book one space or the whole building. See every space at LUME.
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 experiences 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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Every Activation Includes
Make the room yours.
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
Booking the room means the projectors, the audio rig, the lighting, and the crew who run them every week are already here. Concept, custom 360° projection content, multi-camera capture, and same-day deliverable folders for press and social, without a vendor list to assemble. Producing your activation somewhere else? That is what our brand activation agency is for. Either way, you approve the creative direction once and we handle the rest.
The people carry it further
The best activations 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 fill the room with the right people. The people who show up are what carry an activation past the night. They post it, they talk about it, and they put your brand in front of audiences who were never there. With photo and video delivered same day or next morning, the event keeps working long after the doors close. 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 →