The Grove at Legalweek

The Ask

Continue the momentum of The Grove, the offsite brand activation for Relativity at Legalweek while also incorporating the launch of the newest product, Relativity aiR.

Relativity is the market leader in the legal technology industry and was releasing a highly anticipated ai product. The product was called Relativity aiR and would utilize cloud and sky branding for the product launch. The challenge was to embody this new product while also maintaining the original oasis type feel of the offsite activation.

After the success of The Grove in 2023, the team determined that creating a third place was well received and should be Relativity’s standard practice. The space provided an offsite reprieve for organic interactions and quality conversations.

Along with a refreshed trade show booth presence, The Grove received enhancements to the overall look to incorporate the new product brand. The entrance tunnel felt as if you were walking on clouds, a fully immersive gateway into the room.

Within the room we utilized LED screens to brighten the space and display key product messages and branding mixed with the signature Grove greenery. To activate the space further, we included an oxygen bar so attendees could “Breathe Easy”, the tagline for the campaign. Finally, we added more casual seating, high communal tables for conversation and a unique art installation (hot air balloon) to get guests talking, wondering, and sharing.

Since this activation was also connected to the show floor presence, we included a raffle for a pair of “aiR Jordans” to complete the connection from booth to grove. The thematic elements and word play on the campaign really enhanced the look and feel of the space, while surprising and delighting our guests.