ARMRA

Peak Performance: In Body and Brand at the 2025 Miami Open

ARMRA, the colostrum-powered wellness brand, partnered with Early Spring to expand its reach into a new audience segment: active men.

As the official supplement sponsor of the 2024 Miami Open, ARMRA viewed the tournament as an ideal testing ground—a high-energy, high-visibility space to excite male tennis fans and introduce ARMRA as a vital tool for everyday performance and recovery.

AI
Brand Design
Brand Positioning
Brand Strategy
Design
Experiential
Experiential Retail

01 THE ASK

As The Official Performance Supplement at the Miami Open, Armra tasked Early Spring with helping them reach a new audience segment, specifically men. They wanted an immersive brand experience designed to introduce, educate, and drive trial of their colostrum to new consumers, leveraging the high-energy environment of the tournament and offering guests a hands-on interaction with the brand.

02 THE INSIGHT

The colostrum and supplement space more broadly has traditionally been dominated by female consumers, but the Miami Open activation gave ARMRA a unique opportunity to shift that dynamic. By targeting active, health-conscious men, the brand was able to introduce colostrum to a largely untapped demographic, using on-site education, sampling, and high-touch engagement to spark interest and build trust with new consumers.

03 THE SOLUTION

Inspired by athletes’ pre-game rituals, the activation featured four tennis ball-filled lockers, each paired to a key benefit: Energy, Gut Health, Immunity, and Mental Clarity. Guests simply identified a benefit that resonated with them, picked up a tennis ball, and exchanged it for samples. With each selection, they were entered into a sweepstakes to win a year of ARMRA. Located at the heart of the Miami Open, the vibrant tent experience positioned ARMRA as an essential for the inner athlete, capturing the energy and spirit of the tournament.

04 THE RESULT

Early Spring designed an immersive on-site experience that embodied ARMRA’s strength and purity. A custom installation, built with premium materials like stainless steel and hardwood, evoked resilience and the idea of bodily fortification. The pop-up achieved email retention rates well above the benchmark—86% of visitors who submitted their emails chose to stay subscribed. Brand ambassadors educated guests on the colostrum and maintained a daily log of one-on-one engagements, observations, and operational notes. The resulting debrief was rich with insight and anecdotes from the pop-up, providing a strong foundation for future activations.

SeedAI House

Defining AI Policy at SXSW

When inclusivity thrives and individuals find ways to engage with larger groups, the path to AI’s future is paved.

By convening diverse voices, from lawmakers to artists, it illuminated the urgent need for collaborative, forward-thinking approaches to governance and technology regarding AI.

SeedAI House provided a central location for the world to interact with AI, and gain a valuable understanding of what awaits us in the future.

AI
Brand Design
Brand Positioning
Brand Strategy
Design
Experiential
Experiential Retail
SXSW
Technology

01 THE ASK

Sitting right at the intersection of policy (without the politics), academia, art, and commerce, helping shape the future of AI in a way that actually makes sense, SeedAI came to Early Spring to activate at SXSW.

02 THE INSIGHT

Discussions around AI policy often feel abstract and inaccessible. The next step needed to find a way to bring diverse voices together and break down those barriers, making the conversation more inclusive and understandable.

03 THE SOLUTION

At SXSW, the SeedAI House served as a hub for cutting-edge discussions at the intersection of artificial intelligence and public policy.

This dynamic gathering showcased influential lawmakers, pioneering technologists, renowned thought leaders, and creative voices who were actively shaping AI’s trajectory.

Designed to ignite meaningful dialogue, the event blended forward-thinking policy ideas with breakthrough innovations in AI.

04 THE RESULT

The activation was a bold, non-profit think tank initiative that delivered forward-looking programming on the cutting edge of AI and public policy, embedded within the influential landscape of SXSW.

A DREAME HOLIDAY

Making Home Tech Feel Like Home

Dreame, a home technology brand, needed to stand out in the highly competitive holiday gift guide season. With multiple tech brands vying for media attention and consumer dollars during this crucial retail period, traditional product demonstrations and press events risked getting lost in the seasonal noise.

Brand Design
Brand Positioning
Brand Strategy
Design
Experiential
Experiential Retail
Influencer
Social Content

01 THE ASK

Create an engaging press and influencer event that would position Dreame’s products as must-have holiday items and secure placement in holiday gift guides. The event needed to showcase the products’ functionality while creating memorable content opportunities for attendees to share.

02 THE INSIGHT

Rather than presenting technology in isolation, we recognized that home devices exist within the context of people’s lives and aspirations. The holiday season offers a unique opportunity to tap into both the practical and emotional aspects of home life. By showcasing products within a fully realized living space, we could help media and influencers envision how their audiences would actually use and experience these items.

03 THE SOLUTION

Early Spring transformed the penthouse suite at ModernHaus hotel into an aspirational New York City apartment decorated for the holidays. The immersive environment allowed guests to experience Dreame products in natural use settings rather than sterile demonstration spaces. The space featured multiple engagement points: hands-on product testing stations, professional blow-out services using Dreame hair dryers, and an interactive ornament-making workshop that added a festive, shareable moment to the experience. This approach merged product demonstration with lifestyle aspiration, allowing press and influencers to gather both technical information and compelling content while experiencing the products as they would in their own homes during the holiday season.

04 THE RESULT

Making Home Tech Feel Like Home

BANKING ON LOVE

TRANSFORMING 23 WALL

23 Wall Street, the former headquarters of JP Morgan Chase, stands as one of New York’s most historically significant buildings. Located directly across from the New York Stock Exchange, this architectural landmark presents both extraordinary potential and complex logistical challenges for events. The venue’s historical status and infrastructure limitations, including no built-in air conditioning or adequate power supply, require innovative solutions for modern use.

Design
Experiential

01 THE ASK

Transform a storied financial institution into an unconventional wedding venue that would host 160 guests for a three-part celebration: cocktail party, formal dinner, and late-night rave. The vision explicitly excluded traditional wedding elements, notably flowers, while demanding a seamless progression from elegant dining to high-energy nightclub atmosphere. Most critically, distill an extensive 80-page mood board into an achievable vision that maintained the couple’s ambitious dreams.

02 THE INSIGHT

When presented with 80 pages of inspiration, the key challenge wasn’t just logistics – it was clarity. The couple’s vision, while expansive, needed focus. Early Spring recognized that beneath the volume of references lay a coherent story waiting to be told. The solution wasn’t in attempting to execute every idea, but in identifying and amplifying the core elements that would create maximum impact.

03 THE SOLUTION

Early Spring approached the project first as a strategic challenge, analyzing the mood boards to extract essential themes and visual elements. These were consolidated into three focused pages of 4-5 images each, creating a clear roadmap for execution. The space transformation progressed from an elegant cocktail hour showcasing the building’s architectural grandeur to an intimate dinner featuring two dramatic long tables under the magnificent double-height ceiling. The evening culminated in a full-scale, legendary nightclub experience.

04 THE RESULT

The success lay in seamlessly bridging the gap between the venue’s storied past and the couple’s progressive vision, while solving complex technical challenges that remained invisible to guests.

TRANSFORMING 23 WALL

MONTAUK CLIMATE

A Digital Garden in a Sea of Suits: Reinventing the Climate Tech Gathering

Montauk Climate is a climate tech incubator focused on building impactful companies through strategic collaboration with mission-driven founders. Their approach emphasizes the optimization of capital, talent, and ideas to foster success in the climate technology sector. During NYC Climate Week—one of the industry’s busiest periods with over 600 events—Montauk Climate needed to create a memorable experience that would meaningfully connect funders and founders.

Brand Positioning
Brand Strategy
Design
Experiential
Social Content

01 THE ASK

Create a distinctive event during NYC Climate Week that would effectively bring together funders and founders in the climate technology space, while standing out in an extremely crowded event landscape.

02 THE INSIGHT

The traditional climate tech event landscape is dominated by fireside conversations, pitches, and presentations. These formal environments, typically characterized by corporate atmospheres and conventional networking approaches, often create barriers to authentic connection. The saturation of this format presented an opportunity to differentiate through a more innovative, experiential approach.

03 THE SOLUTION

Early Spring partnered with Toronto-based digital artist Diana Lynn VanderMeulen to create an immersive experience titled “Pixel As Seed.” The installation explored the intersection of digital art and land conservation, drawing inspiration from the artist’s personal experience in revitalizing unused farmland. The pixelated ecological imagery invited attendees to contemplate the relationship between technology and environmental preservation.

04 THE RESULT

The environment facilitated natural networking and authentic conversation earning recognition as a standout gathering during NYC Climate Week, successfully differentiating Montauk Climate while fostering meaningful connections between climate tech leaders and innovators.

A Digital Garden in a Sea of Suits: Reinventing the Climate Tech Gathering

LPGA & Accenture Song

In Her Head

The LPGA is one of the premier professional athletic federations in the world and yet its players face amongst the greatest disparity in compensation and access to resources of any major sporting league.

While the vast majority of male golfers earn enough in annual endorsements to cover their full annual expenses, only the top 5% of female golfers enjoy such peace of mind. The remaining 95% rely on tour earnings to cover their costs of travel, accommodations, and golf equipment. Many athletes change caddies week to week. Some sleep on strangers’ couches before and during tournaments. Most are struggling to pay even basic living expenses. All take on these risks for the love of their sport.

To raise awareness for the unique challenges faced by LPGA athletes, Accenture Song created ‘IN HER HEAD,’ an immersive virtual and experiential installation that would debut at The Chevron Championship in April, the first women’s golf major of the season

Brand Design
Design
Experiential
Film And Video

01 THE ASK

Accenture Song tasked Early Spring to concept, design and build an immersive experiential installation that grounded and reinforced the transformative VR journey.

02 THE INSIGHT

Working in VR presents a unique challenge: Bridging users in the real world with a digital creation to create a deeper, lasting emotional impact.

03 THE SOLUTION

We designed a 3-part physical user journey employing detailed lighting design, trained, scripted actors as docents in curated golf attire and invited guests (2 at a time) to first enter a promising, overly optimistic entryway adorned with suspended clouds, elevator music and AI generated posters of inspirational messaging.

We then invite our guests into a privately draped environment inspired by the topography of golf greens using CNC fabrication using hundreds of pulsing, color-changing LED lights that set the stage for a promising experience to come…

When guests complete the headset experience, the lighting in the room has changed to better match the more profound mood and sentiment of the experience they just completed. Our docents are now more authentic, empathetic and provide a moment of decompression from the emotional experience before leading people into a final gallery exhibition that honors and celebrates the real LPGA heroes whose stores we just shared.

04 THE RESULT

Having transformed a seemingly perfect day on the course into a surreal, technicolor trip that provided room for reflection on the emotional impact of the message, ‘In Her Head’ was an official selection of the 2023 Tribeca Film Festival’s Tribeca X.

Origins

Discover London

Embedded into the ground we walk on, a magical network of mycelium works quietly. It forms a resilient, fortifying foundation from which all life, Earth’s entire life force, flourishes.

In many ways, London is a microcosm of the planet’s mycelium network.

Within its biosphere a rare breed of thinker & creator, draws on the organic to create potent & pure works that nourish, inform, challenge and propel society into the future.

Origins & Early Spring invite curious guests on an adventure through fairytale gardens, towering treetops, & waterways in a quest to uncover the spores of genius – unleashing the mind unto the extraordinary power of nature – urging them to Never Stop Discovering.

Brand Positioning
Brand Strategy
Design
Film And Video
Influencer

01 THE ASK

Having secured a sponsorship opportunity for the Mushrooms: The Art, Design and Future of Fungi exhibit at London’s Somerset House, Origins tasked Early Spring with concepting a 3-day trip through the British capital for 30 key global retail partners and beauty influencers.

Each activity had to tactfully tie in a product benefit and pair back to who Origins is as a brand: Powered by Nature, Proven by Science; their Nature to Do Good; the focus on Inner Harmony & Outer Beauty, and finally, the global Origins story of endless discovery.

02 THE INSIGHT

The last two years have seen over 100 new skincare brands debuting in department and specialty stores. Given this sea of choice, 91% consumers admit they would switch brands to one that felt more mission-driven. What’s more, 80% say that they want to know more about how the products they use are being made. A watershed moment for Origins, they sought to crystallize their position & ethos as a brand dedicated to a more holistic & mindful approach to skincare.

03 THE SOLUTION

Inspired by their Origins’ founding motto philosophy, their growing sustainability initiatives & of course, their bestselling products, Early Spring designed & produced a 3-day trip that fascinated guests, radiating the brand, its story & products for months to come.

04 THE RESULT

Designed as a triptych, each day focused on an essential aspect of the Origins story while highlighting the brand’s hero product line. Each of the trip’s activities had a strategic purpose that dialed back to one of the brand’s pillars – their foundations in science, their philanthropic initiatives & their focus on providing consumers with a holistic experience.

Every activity had a different set design, integrating the brand’s products & ingredients in an arresting way. To highlight their founding motto, Powered by Nature, Proven by Science, we transported guests in a branded double-decker bus to Kew Gardens, the largest botanical & mycological collection in the world. Origins’ president, Julie van Ongevalle, shed light on their sustainability initiatives over a farm-to-table lunch at Petersham Nurseries. Paying tribute to the brand’s collaboration with Somerset House, guests descended upon an Origins’ green lit courtyard & dined at Spring, a restaurant tucked into the iconic landmark. We then paired the brand’s dedication to creating holistic, sensorial experiences with their driving concepts of achieving inner harmony & outer beauty to transform a trendy lunchtime spot, Wild by Tart, into a day-time spa, pampering guests with sound baths & facials. Finally, we threw a farewell party at the Conduit Club, a hub for social entrepreneurs.

Working with Estee Lauder, we ushered in a new era of social media strategy for the brand. Capturing the activities in real-time, we leveraged a host of innovative mixed-media Instagram formats, broadcasting them in near real-time. Our work paid off: Origins Taiwan sold out of brand’s hero product & e-commerce sales increased by more than 100%.

DISNEY & REFINERY29

The Rise of Skywalker

Throughout history, stories have shaped and informed culture more pervasively than any other device. From Artemis to d’Artagan,

Pocahontas to Pandora, Robin Hood — and of course, Rey — the protagonists of the stories we are told endow us with a collective code of conduct. They demonstrate, through action — good versus evil and right versus wrong. They show us what is dark and inspire us to overcome it with light.

Our greatest stories have been etched on the walls of caves, whispered around fires under the stars, and inscribed in the pages of epic novels. For the generation that gathers around the glow of a screen, Star Wars is the preeminent tale of our time.

At 29Rooms, Early Spring invited audiences to experience Star Wars’ transcendental relevance across cultures, harnessing Rey to ultimately inspire and empower women to discover the Force within.

01 THE ASK

In anticipation of the release of The Rise of Skywalker, the final installment of the Star Wars franchise, Refinery29’s experiential arm, 29Rooms, approached Early Spring to produce an experience that would drive viewership among both legacy super-fans & a newer & younger audience.

02 THE INSIGHT

Throughout history, stories have shaped and informed culture more pervasively than any other device. Across civilizations, one of its most gripping and inspiring archetypes is the hero’s journey – where the hero’s story is divided into three distinct movements – departing on an adventure, overcoming a decisive struggle and the return home, a changed person.

03 THE SOLUTION

As an homage, we invite guests to traverse their own adventure, at once introspective & shareable, aboard a rendering of the pop culture icon, the Millennium Falcon. Prompted to reflect on their own journey, their challenges & the hero they want to be, they ultimately leave 29Rooms empowered to use the Force within.

04 THE RESULT

Coinciding with the premiere of the final installment of intergenerational epic space opera Disney invited all those familiar with the franchise & cinematic thrill-seekers to discover their inner hero at Refinery29’s Expand Your Reality NYC Tour.

Through a three-step interactive pathway, guests were prompted to reflect on their lives, their fears and their aspirations. Programmatic lighting and tessellated mirrors transformed each of the three shareable photo moments into extraordinary optical illusions where different facets of the hero’s journey were highlighted.

The Arrivals

The OutThere Lab

Over hundreds of thousands of years humans have evolved primarily as an outdoor species.

Industrialization and technology compounded in the last two hundred years has brought us inside where we now spend 90% of our time.

This Resource Center is an institution that provides the tools and knowledge necessary to blur the lines between the individual and the elements, ultimately empowering humans to get back #outthere.

Design
Experiential Retail
Pop-up Store

01 THE ASK

With a legacy of beautifully designed pop-up retail spaces in their wake, The Arrivals came to Early Spring to step their game up and create a space that not only looked great, but integrated an overarching narrative focused on outerwear for out there.

02 THE INSIGHT

Industrialization and technology compounded in the last two hundred years has brought us inside where we now spend 90% of our time.

03 THE SOLUTION

To cement the brand’s position at the intersection of form and function, we created a space that brought notions of the ‘out there’ inside, pairing product against the backdrop of their use cases.

04 THE RESULT

The space is a re-imagination of a community resource center in the near future; stark and clinical, it is the last stop for explorers to stock up on equipment and gain valuable insight from seasoned guides to face the elements of the omitted Out There.

Products are showcased through the space, while the latest innovations are highlighted with analogous vignettes that draw a clear visual delineation to their use cases.

Harnessing modularity, the space can be transformed to serve as a community meeting center, hosting forums and discussions.

WELLFARE

A World Well Nourished

The pandemic has laid bare many of the cracks upon which this country is built, but few needs are more fundamental than our access to food. Food insecurity existed long before COVID-19, but has worsened and especially left low-income communities more vulnerable.

While food banks, pantries, and other community-supported programs work tirelessly to close the gap on food scarcity, it isn’t enough to cover the up to 8 billion meal shortfall America is projected to experience over the next year. And incase you missed it—we live in a country where 40 percent of our food is wasted, lost or simply thrown away.

Brand Design
Brand Strategy
Experiential
Social Content

01 THE ASK

Founder, Cole Riley came to Early Spring seeking support in solving the massive food insecurity problem the country faces.

02 THE INSIGHT

Barriers to accessing sufficient food are far too high for far too many, not only due to cost & availability but a lack of adequate education around nourishment and achievable health.

03 THE SOLUTION

Early Spring concepted and designed a non-profit, subscription food service for those in need called Wellfare. Wellfare will deliver nourishing food and drink to those who need it at low-to-no cost.

In parallel, Wellfare will produce relatable & insightful original content around what ‘health’ looks like, lifting the veil on ‘wellness’ & well-being. It will also help brands talk about the work they do with Wellfare in a meaningful way.

04 THE RESULT

The operational and creative chasm between the nonprofit world and the commercial world had to be traversed. Old-world nonprofits may have global reach, but they often fail to treat their beneficiaries with the dignity, the attention, and the care that companies show their consumers.

Early Spring imagined, instead, a nonprofit that does not ignore design, nor branding, nor quality, nor agility. A nonprofit that pays as much attention to the needs of its beneficiaries as companies do to the needs of their consumers. A nonprofit that recognizes that people in need are not just mouths to feed but people, consumers like the rest of us, who want to be healthy, fulfilled, and happy.