LA Icons By Scion was held the night before the first Press Day of 2014 LA Auto Show. This event was won by GPJ following a one week RFP process and stand up presentation. The event was developed and produced in three weeks time.
The event was the first-of-its-kind held at Angel City Brewery in downtown Los Angeles. Angel City Brewery was a lock for the event both for its location and how it parallels Scion's brand. The Brewery is located in the heart of LA's cultural resurgence - close to Little Tokyo, the Arts District and SciArc, and surrounded by retail and restaurants including Wurstküche, Umami Burger and Pie Hole.
The event was held in Angel City's courtyard and inside the newly remodeled Shed. We had vehicles, food and beverages, and a range of entertainment both inside and out. Guests included regional Scion dealers, Scion employees, Scion owners and brand influencers.
We celebrated three Scion stories at the event - Scion Racing, the new tC Release Series 9.0, and the 2014 Scion SEMA winner.
Outside we featured Fred Aasbo's Hankook Scion Racing tC, Speedhunters Maximum Attack FR-S, and Scion x Riley Hawk Skate Tour xB.
Inside the Shed we featured the new Scion tC Release Series 9.0.
One of my goals for the event was to celebrate Angel City Brewey's personality as a working brewery. This was accomplished by exposing its equipment and using items like kegs as architectural materials. Graphics were placed in areas that didn't conceal the rawness of the space.
DJ Thee Mike B was on the decks all night laying down the freshest beats.
Inside the Shed we had 7 beers on tap and two beer cocktails.
Scion Racing's Urban Utility Vehicle was onsite for guests to race head-to-head.
The award winning Scion Swag Machine was onsite offering swag to all who posted photos via Instagram or checked in via NFC. Deluxe prizes were randomly distributed inside the SSM as a Thank You to guests.
Outside there were three beers on tap and food service provided by Baby's Badass Burgers. Yum!
The event was a big success with an extra hour added to the running time.
Floor Plan & Graphics Placement Key