The New York Times Well Festival
Premieres
Turning a Brand into a Festival
Expanding upon the popularity of its ‘NYT Well’ offering, The New York Times wanted to launch a consumer-facing festival centered around wellness. So, we designed a festival that physicalized the theme in every way - through sustainable decor and design elements, wellness-centric touchpoints, and vibrant spaces serving as a backdrop for inspiring celebrity-led programming.
Entering a World of Well
The most popular features of NYT Well were brought to life through engagements including a “Well Wisdom” postcard wall where you could mail wellness tips to loved ones, a “Facts of Feeling Good” installation displaying interactive content from the NYT editorial team, and a mini library with books penned by our celebrity speakers.
Sponsors that are Good for You
We seamlessly integrated our sponsoring brands into the space through activations including an Estée Lauder “Night Skin Lounge” offering nighttime skincare recommendations (guests could even take a test snooze in a sleep pod). And after they woke up, they were treated to custom yogurt creations at the Too Good & Co. cafe.
Wellness Icons Take the Stage
We designed an impactful, monochromatic stage that served as the backdrop for a roster of celebrity speakers and wellness industry personalities who spoke in front of IRL and virtual guests.
Featured In
