Half press release and half party, this two floor experience was for the unveiling of the new DirecTV NOW service from AT&T. Check-in began on the 9th floor and guests were escorted upstairs to a press event for the release. Reese Witherspoon spoke to audiences about her Hello Sunshine portion of the app as AT&T executives spoke to business potential and growth. All the while on the 9th floor, our faux partition wall came down as we prepared for the reveal. We set-up multiple vignette experiences to show that you really can live stream from anywhere such as your home movie theater to the bus stop. Champagne was waiting as guests came downstairs to trial the product and get their first look at the app in action. Sarah Jessica Parker, Reese, and others came to celebrate the reveal.