FOX Upfront

Client: FOX

Brief: In a sea of back-to-back theater-style presentations, we set out to redefine the Upfronts experience by crafting a space that prioritized connectivity. Opting for a shorter presentation and an extended networking period, we transformed the traditional format into something truly unforgettable.

Concept: At the heart of the design was an innovative, multifunctional stage—a 360-degree full-service bar positioned at the center of the room. This “pill stage,” named for its sleek, elongated oval shape, became the centerpiece of the venue. The design took inspiration from the classic New York architecture of Manhattan Center but infused it with a modern edge, blending timeless elegance with contemporary sophistication.

The space came to life with cabaret and restaurant-style seating spread across three levels, all designed to encourage conversation and connection. Each area was thoughtfully styled in FOX Upfront’s iconic branding, with a rich palette of blue as the hero color, complemented by burgundy, gold, magenta, and amber hues. These colors subtly reflected each subdivision of the network, creating a cohesive yet dynamic environment.

Every detail of the decor was intentional, ensuring the venue itself became a backdrop for the event. From the carefully curated furnishings to the strategic placement of FOX branding throughout the space, we ensured that every camera angle captured a visually stunning scene, seamlessly blending form, function, and personality.

Art Direction & Design: Annalisa Podwin
Brand Identity: FOX Creative Services
Graphic Design: Barbara Amstutz
Production Design: Joe Cantalupo
Event Production: Empire Entertainment & FOX Creative Services
Photography: Shawn Lam