A private immersive sports viewing venue at 393 Broadway in SoHo / Tribeca. Matches projected floor-to-ceiling across 360° walls. 17-speaker JBL spatial audio. Up to 200 guests. Corporate watch parties, brand activations, and private World Cup events. FIFA World Cup 2026 begins June 11.
Private immersive sports viewing venue at 393 Broadway. 360° projection, 17-speaker JBL audio, up to 200 guests. World Cup, Super Bowl, corporate watch parties NYC.
Sports viewing events at LUME are built around one difference: the match does not play on a screen. It fills the entire room. 360° projection mapping puts the game across every wall, floor-to-ceiling, surrounding up to 200 guests in a fully immersive viewing environment. The 17-speaker JBL spatial audio system delivers stadium-level crowd noise, commentary, and game sound the way a broadcast was meant to be heard. The effect is closer to being at the match than watching it on a television anywhere else in the city.
LUME Studios is the NYC private sports viewing venue at 393 Broadway in SoHo and Tribeca. 5,400 square feet, multi-level layout, full bar, kitchen catering, and an immersive production system that turns a watch party into a brand moment. FIFA World Cup 2026 runs June 11 through July 19, with the Final in New York/New Jersey, making NYC the highest-demand market for corporate and brand World Cup events in the US this summer. Sports viewing events here for Amazon, JetBlue, Roku, Dropbox, and Bai for team events, client hospitality, and brand activations around major sporting moments.
How It Works
World Cup 2026 matches play during business hours in NYC, with kickoffs starting at 9 AM EST. Corporate teams that want to watch together need a venue that handles daytime catering, looks professional, and fits 50 to 200 people without feeling like a sports bar. LUME Studios runs daytime watch events for corporate teams: coffee and breakfast on arrival, the match projected across every wall at full scale, kitchen catering through LOFT 4 for lunch, and the full bar for the celebration after the final whistle. The team watches together in an environment that signals the company takes the moment seriously. World Cup games become company culture moments employees remember six months later.
Brand activations at LUME during World Cup season run on two tracks simultaneously. The match plays at immersive scale across 360° walls so guests feel like they are at the stadium. And the activation runs around it: branded visual environments on the walls, custom content between match segments, product sampling stations, influencer content capture, social-ready moments designed into the flow of the event. The result is a branded watch event that produces real engagement, real content, and real earned media. This is what brands building World Cup campaigns are booking for client hospitality this summer.
LUME runs watch events in three formats depending on group size and brand objectives. The main Immersive Studio fits 200 standing or 120 seated for full-scale tournament viewing with 360° projection. LOFT 4 runs intimate client hospitality watch events for up to 40 in a private dining setting with the match on immersive walls and a Michelin-caliber kitchen serving the meal. LOFT 2 handles mid-scale corporate viewing for 50 to 60 with full bar and catering. Brands run multi-match viewing series across the tournament with LUME handling production, catering, and branded content environment for each event. Book a sports viewing walkthrough before the World Cup calendar fills.
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.
The immersive production. A sports bar gives you screens on a wall. LUME projects the match across a 360° immersive environment with 17-speaker spatial audio, floor-to-ceiling scale, and a fully branded production environment your company or brand controls. The match becomes an event, not a viewing.
Up to 200 standing in the Immersive Studio for full tournament-scale watch parties. Up to 40 in LOFT 4 for intimate branded client hospitality. Up to 60 in LOFT 2 for mid-scale corporate team events.
Yes. LUME builds branded content environments alongside the viewing experience: custom projection content between match segments, product activation stations, influencer capture moments, step-and-repeat setups, and same-day content delivery for the brand's social rollout.
Yes. World Cup 2026 matches play during NYC business hours. LUME handles breakfast and coffee service for early kickoffs, full lunch catering through LOFT 4's kitchen for midday games, and full bar service throughout.
Yes. Brands and corporate teams running multi-match viewing series book the venue for multiple dates across the tournament. Series bookings get priority scheduling and locked pricing across the full tournament window.
June 11, 2026, running through July 19 with the Final at MetLife Stadium in New Jersey. NYC/NJ is hosting the Final, making New York the highest-demand market for corporate and brand World Cup events in the US this summer. Book early.
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