Popsugar Playground ‘23

Creative Direction, experience Design, fabrication, and installation.

Vox brought PBZ in to help turn POPSUGAR’s idea of the perfect day off into a full-scale experience at ROW DTLA.

Working from a visual toolkit and an early program of fitness, spa, shopping, and performance, we visited the site with Vox and Proud Robinson, mapped the guest journey, and recommended the footprint and layout across two pedestrian streets and three interior spaces.

From there, we developed each environment from concept through execution. The experience included check-in, a performance stage, entrance arches, 60-foot printed flags, lounges, shops, photo moments, sponsor activations, a POPSUGAR Fitness Studio, Revlon Beauty Bar, and Zen Zone.

PBZ fabricated every custom build, then handled installation and strike. The towering flags required engineered mounting and a scissor lift, installed with Chamo Studios. The strike required the same sort of commitment, just in reverse.

One very good reason to call out of work.