SoHo Experiential

05/13/2026

"You get that event producer’s high. Like that runner’s high.”

The best experiential teams know the feeling. It’s the quick thinking, the creative problem-solving, and the ability to adapt in real time when things outside your control shift unexpectedly.

Our first live recording of In the Unlikely Event gets into the reality behind the work and the creativity it takes to keep experiences moving forward no matter what comes your way.

Full episode drops May 28.

05/12/2026

Happy to have helped bring this one to life in NYC at ✨
An incredible collaboration celebrating storytelling, fashion, and the spirit of New York with , , and . Special shoutout to illustrator for helping shape the visual world around it.
Loved being part of it. 🖤

05/07/2026

After nine years on the ground at Coachella, Production Director Jacqui Torti has seen what actually works.
There’s no shortage of beautiful builds, but the ones people remember are the ones they’re a part of.
We broke down what’s really happening on the ground and what brands should be paying attention to.
Read the full piece!

05/05/2026

Red Bull Dance Your Style USA took over New York City this spring, transforming the Brooklyn Museum into a live, unscripted stage.

One-on-one street dance battles. No pre-selected music. No rehearsed routines. DJs drop tracks on the spot and dancers respond in real time. Different styles. No safety net. Just instinct, musicality, and the crowd deciding who moves on.

It’s raw. It’s reactive. And it only works if you can adapt in the moment.

Proud to have helped bring this one to life!

04/28/2026

For year two at Cattle Country Music Festival, Texas Special and Shiner weren’t looking for something new; they were building on a clear, proven foundation. The thinking was already in place. What mattered was how to scale it and refine it.

The Texas Special Filling Station returned as a system, not just a build; designed to guide how people moved, gathered, and came back throughout the weekend. From shaded lounges to daily merch drops, every element had a role. Not quantity moments; quality ones.

This is what stronger RFP thinking leads to: work that’s structured to perform, not just show up.

04/23/2026

It’s easy to choose the clearest idea, the most polished deck, the story that lands fastest. But experiential doesn’t live in a presentation. It lives in ex*****on, in iteration, in everything that happens once the pitch is over.

So what are you actually evaluating?

We broke down how to look beyond the pitch and what signals really matter.

Read the full POV.
https://hubs.ly/Q04cXdjk0

When you’ve seen great partnerships, what made them work beyond the idea itself?

Activate your brand with Soho Experiential Agency in New York. We deliver from Event Production & Ex*****on to Creative Strategy, Pop-up Experiences, and more.

04/21/2026

There’s a difference between attending an event and moving through one with intention.

At Taste of the Nation, every moment is designed to build on the last, from first bite through dessert. Not more touchpoints; a more thoughtful journey.

With Citi, that structure becomes a way to unlock something deeper; bringing guests closer to the experience and the mission behind it.

When the structure is clear, the experience becomes something more.

04/16/2026

The way an RFP is structured doesn’t just organize information; it shapes the kind of ideas that come back. And the more tightly everything is defined, the more predictable those ideas tend to be.

So what happens when you leave just enough room for interpretation? We unpacked how small shifts in structure can lead to very different outcomes.

Read the full POV.
https://hubs.ly/Q04c7JdP0

What’s one thing you’ve seen in an RFP that immediately elevated (or limited) the thinking?

Activate your brand with Soho Experiential Agency in New York. We deliver from Event Production & Ex*****on to Creative Strategy, Pop-up Experiences, and more.

04/14/2026

Fandom isn’t built on volume.​ It’s built on belonging.​

At South Beach Food & Wine Festival, Aperol and Crodino created two distinct brand worlds within one footprint (one iconic brand, one newly introduced) and gave guests a place to step inside each.​

Aperol refreshed its universe for loyal fans.​ Crodino invited a new generation into a non-alcoholic ritual.​ This wasn’t louder. It was more intentional.​

The full case study is live:
https://hubs.ly/Q049S0pR0

04/09/2026

There’s a moment before every brief that rarely gets enough attention. It’s where teams decide what they’re actually trying to change. And when that moment gets rushed, the work tends to follow a more predictable path.

We wrote about how defining the right problem changes what becomes possible.

Read the full POV.
https://hubs.ly/Q049HS2s0

How does your team approach this stage, intentionally or instinctively?

Activate your brand with Soho Experiential Agency in New York. We deliver from Event Production & Ex*****on to Creative Strategy, Pop-up Experiences, and more.

04/07/2026

There’s a belief that more freedom leads to better ideas. But when everything is possible, direction starts to blur.

The strongest work doesn’t come from unlimited options. It comes from clear direction. Not less creativity, more focus.

We’re unpacking this idea all month: how better inputs lead to better experiential work. Subscribe to follow along.
https://hubs.ly/Q049VyC-0