Activating Hotel Lobbies

CAA challenged ASV to transform its base concept of a pop-up activation to bring Reese’s Book Club to the center of attention in lobbies at Sheraton Grand hotels around the globe in support of its program, “Gatherings by Sheraton, … Bringing People and Communities Together.”

Make it Grand

The chandelier structure is rigged by 7 concentric rings, engineered, bent, and tested in our in-house metal shop, and features over 100 giant bookmarks with a slight color gradient.

Wood Components

We fabricated two giant dimensional books, about 9’ tall, with LED lit shelving, a monitor for content playback and we printed a full-color book overlay on fabric for the binding and cover that can be changed out over time. Each holds up to 50 books from local authors.

Warm and Inviting

The floor layout provides for a warm and inviting atmosphere. The seats are soft and comfortable for conversation, reading, or just relaxing. The pop-up center layout has cushioned seating for the perfect intimate author readings. 

Book Variety

The two large reading nooks have built-in LED lit shelves to highlight Reese’s Book Club selections. The two curved reading benches, each with exterior LED lit shelving allows for additional books and knick-knacks. 

Shipping

The components pack into custom-built, reusable crates and accommodate miscellaneous materials, reducing the number of crates for cost-efficient nationwide or worldwide shipping.

Single Point of Contact

The ASV approach to project management is to provide a dedicated Account Director as a single point of contact. This minimizes communication errors, shortens decision-making time, and ensures for a smooth and seamless activation.

Please let me know if you have any questions or would like to have a call with one of our Account Directors.

Adrian Si
Director, Marketing Strategy
ASV Experiential
asi@asv1.com
424-205-1426