Starbucks
PSL 21
A 21st birthday party worthy of the PSL
The Pumpkin Spice Latte turned 21 this year, and Starbucks tasked m ss ng p eces to throw its beloved PSL a grown-up soiree. Experiential Director Aramique transformed Starbucks’ New York Reserve Roastery location in New York for a premier, exclusive, pumpkin-themed celebration from every angle. Headlined by musical sensation JUNGLE, and DJ Vashtie, guests at this exclusive birthday bash enjoyed everything from craft cocktails to interactive experiences.
Pumpkin was the dress code and informed every inch of our production design. Aramique and team designed a custom DJ booth overlooking the Roastery for Jungle, also installing a field of glowing LED bulbs to create a modernist pumpkin patch. Aramique leveraged drawings from artist Rebecca Zwanzig to create an immersive and interactive video wall where guests could control pumpkins orbiting on screen with the flick of a wrist.
But long after the party ended, the PSL fun continued with our interactive LED wall. Walking by, you could see the metamorphosis of coffee come to life in three acts; flower, fruit, bean. In act one, user interaction caused coffee flowers to bloom wherever they walked. Act two: coffee cherries appeared to float in water, and user interaction caused them to dip and bob as if the user’s hand was moving water to ‘wash’ the cherries. In act three, coffee beans spun in orbit, mimicking the rotation of beans within the giant coffee roaster nearby. Any user interaction disrupted the beans, dynamically shuttling them out of the rotation.
