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LuLaRoe Beach Party

Women’s fashion brand LuLaRoe hosted their annual post-sales conference bash on Huntington Beach where JJLA client Black Widow Group engaged with us on overseeing the event’s decor, design and fabrication. The 20,000-person event took inspiration from large-scale art seen at installations like DesertX and Burning Man and sought a futuristic palette of metallics, coppers, golds and reflective materials. Guests entered through a 100’ long structure, featuring three 16’ tall custom dimensional brand logos flanking 2 entirely gold-clad structures. Once inside, guests discovered ten custom installations including 8’ tall, tiered, mirrored pyramids, 100’ of reflective 8’ mirrored spikes, 13’ “BE” letters, a nod to the conference’s theme, several 8’ diameter tubes branded with popular graphic patterns of the brand and a 30’ swing set built upon the brand’s logo. Our staff of over 40 carpenters, fabricators and production crew brought our designs to life in our shop over four weeks before our four-day beach installation began. In addition to the custom fabrication, our team coordinated on site rentals and design, including installation of custom stretch tents, tabletop decor and ambient lighting. Beyond the art installations, the event featured two stages with performances by Bryan Wilson and Ziggy Marley, fire dancers, aerialists and other immersive acts, and over 40 unique food vendors.

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