The Grove at Legalweek
The Ask
In it’s third year, The Grove is back.
The goal was to iterate on the concept and wow the customer while incorporating the next evolution of the Breathe Easy campaign.
The Details
Relativity aiR and The Grove had become synonymous with Legalweek. Our customers and others had heard of the brand activation concept, and looked forward to what we had in store for 2025.
Breathe Easy, the product campaign, had really evolved and taken shape throughout the year. The blue darkened into a rich royal cerulean, the clouds took more of a physical shape, and the juxtaposition of the orange and blue started to become a signature with our event design.
The concept for The Grove 2025 was to immerse the attendee INTO the brand of Relativity aiR.
While using brand assets that our customers would be familiar with from our campaign and product, we turned the room on it’s head and created a BLUE world. We drenched the room in the product color and dialed back on the overwhelming sky references from the year prior. We still kept the whimsy and cloud motifs, while incorporating strategic pops of orange, signature to our company brand.
To create a full story of this activation, we ramped up our social media to create mini moments of the brand on screen. The props used in the room and videos were the same, and guests were able to become part of the brand, jumping into the blue world we had created. To align with the breathe easy tagline, we also featured an aromatherapy bar to continue on the trending wellness environment.
Finally, as a last minute request, our team decided to trial a hands-on opportunity for guests to use our product while in the space. Previously we kept product and brand space separate, but since the customer was walking “into” the product, we thought it only fitting to allow them a chance to experience aiR first-hand.
The Solution
The Final Production
During Legalweek 2025, The Grove was Relativity's place to breathe easy for attendees and customers. A unique retreat from the bustle of the conference, it offered elevated drinks, snacks, and premium Relativity merch. It was THE place to meet industry luminaries and connect with the people who make Relativity and its community special.
CREDITS:
Executive Producer, Concept Creation, Project Manager: Heather Roeper | Client: Relativity | Creative Assets & Designs: Relativity Creative Team | Creative Design, Production & Fabrication: Jen Gould Event Design | Venue & Catering: The Luxury Collection | Photo & Video: Josh McCausland | Coffee Bar: Blue Stone Lane Coffee | Staffing: Hype Staffing | Aromatherapy Bar: Essence
