NMR Events | Creative Thinkers

SKIFT AWARDS 2025 - Creative Thinkers: Physical Experiences

Disney Upfront 2025
A physical journey through the Disney Upfront 2025

At Disney Upfront 2025, the physical environment wasn’t just a backdrop—it was the experience. Held at the Jacob Javits Center in New York City, this multi-floor activation invited over 3,500 in-person guests to walk through a live, tactile expression of Disney’s stories, IP, and future-facing vision. From the moment attendees entered the sculptural Blue Carpet arrival to the final immersive after party, every turn was designed with intention, movement, and emotional progression.

NMR Events partnered closely with Disney’s creative and production teams to deliver this bold vision, bringing artistry, emotion, and technology together to create spaces that felt like walking through living, breathing storytelling.

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The Blue Carpet Arrival

Guests began in the main lobby, where traditional red carpet structures were replaced with flowing, curved walls in pearlescent white and gold, wrapped in floral installations that looked as though they had grown naturally from the space. This entrance was less about photo ops and more about immersion—setting a tone of elegance, softness, and cinematic beauty.

The Main Presentation

The 3rd floor of the Javits Center was transformed into a high-tech wonderland, designed to wow both first-time guests and industry veterans alike. The main stage featured a 121-foot-wide automated LED hero wall—capable of splitting into three independent screens—surrounded by over 1,200 additional LED tiles used throughout the space to create immersive, animated environments. Combined, these displays accounted for over 11,000 square feet of LED content, choreographed to seamlessly blend with the on-stage storytelling.

Soft, curved fabric panels swept across the ceiling mimicking the curves of the blue carpet. These elegant textiles were illuminated with over 1200 programmable kinetic lights, glowing and moving in sync with the content on screen. All ceiling elements were supported by an impressive 320,000+ pounds of overhead rigging, distributed across nearly 500 points. Complementing the visual storytelling was a world-class L-Acoustics audio system, ensuring pristine sound throughout the venue.

The After Party

Following the presentation, the action moved upstairs to the fifth floor, where the space was completely reimagined for a vibrant, interactive after party. Imagine a long, graceful entrance hallway designed as a prelude to an extravagant afterparty—its architecture is built with LED walls and oversized sculptural flowers climbing up the building’s 20-foot columns. Shipped directly from Epcot’s gardens, the hallway was filled with clusters of live topiaries crafted in the shapes of classic Disney characters.

Guests passed through three immersive LED tunnels, stretching over 90 feet, guiding them into a celebration pulsing with light and energy. The vast, high-ceilinged room transformed into an ethereal, futuristic lounge.

Overhead, soft, sheer fabrics in sweeping, curved arrangements cascaded from the ceiling like floating ribbons, diffusing ambient lighting and adding a dreamlike quality to the space. Suspended centrally and throughout the venue were 3 kinetic chandeliers — sculptural lighting fixtures that slowly changed form, folding and unfolding like luminous origami. Their light morphed in tone and intensity, syncing with the rhythm of ambient music and casting dynamic patterns across the layered fabrics above.

Custom-built LED photo booths invited guests to capture the moment in Disney-branded style. The space was further elevated with luxurious lounge vignettes, plush seating, and fresh floral arrangements—designed to evoke the fantastical worlds of Disney’s most beloved franchises. From Avengers to Star Wars, the room was filled with Disney’s most iconic treasures.

Impact:

3,500+ in-person attendees
10,000+ virtual attendees
Coverage by multiple media outlets

Press & Recognition

Event Marketer

"2025 UPFRONTS: DISNEY WORKS ITS MAGIC WITH STORYTELLING AND SUPREME STAR POWER"

https://www.eventmarketer.com/article/disney-2025-upfronts-experiential/

"Disney's most successful Upfront to date"
"raised the experiential bar"
"most ambitious and impactful presentation yet"

TESTIMONIAL:

“UPFRONT 2025 - ONE FOR THE BOOKS!

I can’t thank you enough for making this Upfront the most special one we’ve ever produced. The arrivals carpet...the stage design…the graphics, animations & lights…the stream & trade site...the talent lounge…the props and topiaries...and all the touches, big and small, that went into the post-show reception…it was truly breathtaking! I don’t know about the other events that went on during this week, but there’s just no way theirs compared to ours. And that’s because of the folks on this thread who put their hearts and souls into this event. The amount of talent and dedication I saw every day was not only impressive, but inspiring! You made Disney shine this week.”

- Steve Calandra, Vice President | Creative Studios, Disney Advertising