Room 101: Miami Music Week

Introducing Room 101, the invitation only VIP Lounge of one of the most anticipated performances during Miami's Ultra Music Festival; Swedish House Mafia's Masquerade Motel. Named after the infamous torture chamber introduced in the novel Nineteen Eighty-Four by George Orwell, Room 101 set the standard for VIP experiences in 2011 and again in 2012.


We began shaping the Room 101 concept from it's infancy. After establishing a seductively appropriate identity, in-line with the Swedish House Mafia brand, we began working with Swedish House Mafia and Room 101 management on thematic production concepts, set design and construction planning to build the exclusive VIP stage platform. 


We created custom branded experiential elements including high-end print and digital invitations, signage, LED wall motion graphics, POS menus and apparel, guest gifting components and credentials. Following the creative process, we provided production assistance and custom fabrication by sourcing local print shops and production houses to ensure proper execution.


On and off-site in South beach, our production crew captured footage of this epic 3-day experience from the eyes of our guests to the legendary scenes of the main stage. With over several thousand views and shares, our recap film forever memorialized Room 101 as one of the most unforgettable festival VIP experiences ever produced.