Figmaat The Bowery Hotel

The challenge

AN AMBITIOUS VISION. A COMPACT FOOTPRINT. ONE DAY TO MAKE IT HAPPEN.

Figma wanted its AI announcement to feel as innovative as the technology it was unveiling. Rather than relying on a projector or a single monitor, the team envisioned a dynamic LED backdrop and a polished production environment that reflected the brand's design-first identity.

The challenge was making that vision work inside the Bowery Hotel. Every piece of equipment—from LED panels and staging to lighting, cameras, and audio—had to be loaded in, installed, operated, and removed in a single day, with no access to the venue beforehand. Even the load-in presented challenges, requiring every case to be carried up three flights of stairs. The venue's intimate footprint added another layer of complexity. Every technical decision had to support the presentation without competing with the attendee experience.

Knowing the venue allowed us to rethink a traditional event layout. We engineered a custom LED wall solution that eliminated the need for a large rear support structure, preserving valuable floor space for seating while delivering the premium visual experience Figma wanted.

Every technical element was intentionally positioned to minimize its footprint. Lighting was mounted high and tucked against existing architectural features, camera systems were integrated into lighting positions to eliminate tripods attendees might trip over, and front-of-house operations were relocated out of the audience's sightlines.

Lighting was designed to evolve alongside the event. As daylight faded through the event space's windows, the production gently transitioned into a fully lit environment using stage washes, uplighting, pin spots, and accent lighting that highlighted both the presenters and Figma's branded activations throughout the space.