Experiential Marketing: Dolby Soho

The most powerful way to tell the Dolby story is to put people inside it.

To accelerate a new generation’s connection to Dolby and inspire the next wave of creators, we needed a place where people can feel the “wow” moments only Dolby can deliver.

Enter Dolby SoHo; an experiential pop-up where art meets science and science meets tech.

I led the marketing and overall brand strategy for Dolby’s first ever endeavor into experiential space. Construction of the project commenced in mid-November, with a team of architects, engineers, and an internal design team, which I worked closely with to ensure consumer and brand experiences were aligned.

We chose the New York neighborhood of SoHo due to its high volume of foot traffic and accessibility to connecting tourist areas such as Little Italy and Canal Street. To make it easy for consumers to locate us, we called the space Dolby SoHo and launched in December with various abstract rooms highlighting the intersection of digital art and science. Its opening saw as many as 3,000 visitors per day.

Creating Consumer Programming: “The Contenders”

Using Dolby SoHo to celebrate Dolby’s role in Academy Award Nominated Films 

Branded as “The Contenders,” the latest addition to Dolby Soho, features an in-house cinema, a red carpet and Dolby Atmos DJ booth with an immersive 360-degree sound system.

Stepping inside visitors can walk through eight meticulously decorated rooms that are reminiscent of some of the past year’s favorite films, such as “Roma,” “First Man” and “A Star Is Born.” Guests can grab a drink at a fully functioning “BlackkKlansman” cafe, sit at a piano in the “A Star Is Born” living room and take pictures onstage in Freddie Mercury garb — including his iconic mustache. Clips from each film play on a loop in a room set up to feel like a movie theater.

The Contenders Red Carpet Experience at Dolby Soho

Experiential Consumer Programming:
“Michael Kors + Bella Hadid Launch Party”

Fashion Meets Dolby Tech

Before the cinema-themed exhibit, I led the effort to insert Dolby into NYC’s hottest cultural moment; New York Fashion Week.  Through a new brand partnership initiative with House of Versace, my team coordinated the programming and marketing of a Michael Kors event hosted by Kors and model Gigi Hadid. An exclusive list of famous names (Camilla Belle, Bella Hadid) had the opportunity to explore the space, Dolby technology, and experience Dolby + MK Instagram-worthy props, including a full-sized Michael Kors swing surrounded by Dolby Atmos sound technology. The event was filled to capacity, even amassing a line outside with fans eager to get a peek inside.

MK Brand Campaign Launch Event at Dolby Soho

Dolby Soho + Michael Kors Launch Party (Recap)