- Syfy Upfront 2011
- Client: Syfy Channel
Project: Design and execution of decor for the Upfront Party 2011
Location: Foxwoods Theatre, New York City
Art Direction: Rachael Fry + Syfy Team
Design: Rachael Fry & Carter Schwarberg
In order to create an elegant environment for the pre-party of the private viewing of Spiderman
, we combined the modernity of the Syfy brand with the Baroque architectural elements in the venue. An extruded, interior-lit logo acted as the centerpiece, and was accented by custom Rococo lucite tables, architectural floral arrangements, branded light boxes, and an overall splash of purple light that expanded the Syfy look throughout the entire space.During the creative process, many ideas were explored including a suspended cluster of weather balloons with 3D mapping projections, and a 15ft ice sculpture with embedded monitors. Syfy eventually chose an extruded high-gloss logo with an interior-lit panel that changed color.