They stopped at the Van Gogh exhibit to be enveloped by 90-million-pixel video walls of the famed impressionist’s paintings. They walked through Marvel’s Avengers expo, a high-tech repository of superhero equipment. And they gawked at the Sphere, the immersive video concert venue that cost $2.3 billion to build.
When they got home, they built the Cadillac Electriq Theater.
The pop-up might not have been as muscular as Marvel or venerable as Van Gogh, but it delivered a multisensory wallop that felt far bigger than its modest footprints at the U.S. and Miami Opens. —Robert Klara
Check out the full story on Adweek’s Experiential Brand of the Year here.
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This story is part of our Experiential Awards special feature. Check out all the stories here.
