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50 Shades Brought to Life

NBC Universal

To capitalize on excitement around the latest 50 Shades installment, NBC Universal and NVE created a pop-up experiential marketing activation timed before the premiere.

MR. Grey will see you now

Tasked with producing, promoting, and designing the programming for a traveling pop-up experience for the third installment of the 50 Shades Trilogy, NVE delivered a traveling, multi-room experience that incorporated all of the films’ dark intrigue and romantic mystery. We articulated iconic themes and settings from the film through intricately articulated designs, such as Mr. Grey’s office and the infamous Red Room. Each detailed design element told a different part of the film’s story and brought consumers a more tangible understanding of the core themes and narrative.

Imaginative installations

NVE designed every touchpoint with a shareable moment for fans to amplify their experience — for instance, the Masquerade Room infused suspended masks and stunning light in an infinity effect, while The Red Room captured the intrigue and taboo of Christian’s coveted space through a provocative installation. The experience culminated with stills from the film hanging overhead through the exit where a custom neon sign hung reading the signature line, “Laters Baby”.