Facebook Speakeasy | AdWeek
For AdWeek 2016, Facebook required a standout VIP experience to host C-level clients and media partners. Moving away from traditional corporate networking, the concept was to transport guests back in time. Hosted by documentary filmmaker Ken Burns, the "Facebook Speakeasy" was an immersive evening of jazz, dining, and discovery designed to foster deep connections in a high-touch, narrative-driven environment.
Experiential Art Direction
Location:
The Bowery Hotel, New York City
The creative direction focused on "elevated secrecy," blending historical authenticity with modern luxury. The goal was to create a cohesive 1920s world where every detail—from typography to texture—reinforced the illusion.
Creative StrategyVisual & Typographic DirectionIndustrial Art Deco
To ground the "Facebook Speakeasy" in reality, the visual language drew inspiration from authentic 1920s ephemera—specifically the intersection of high-energy nightlife posters and utilitarian advertisements.
Custom menus were designed with 1920s Art Deco typography and distressed paper textures. The beverage program featured era-specific cocktails like the Sidecar and French 75, while the dinner menu offered elevated Italian classics (Branzino Livornese, Penne Alla Norma) served family-style to encourage conversation.
All collateral was printed on heavy kraft cardstock. The brown, textured paper conveyed an immediate sense of warmth and age, contrasting with the sharp, dark ink to evoke the look of screen-printed materials from the Roaring Twenties.
The "Secret" Entry: The journey began with a tactile letterpress invitation accompanied by a physical key. On-site, guests bypassed the main doors to enter through a disguised vintage telephone booth, immediately crossing the threshold from the modern world into the Prohibition era.
Immersive Activation
Utilizing the rustic charm of The Bowery Hotel, the space was dressed with velvet banquettes, exposed brick, and antique mood lighting.
A gleaming, multi-tiered Champagne tower served as the visual centerpiece.
Live Engagement
A live cigar roller provided tactile entertainment for guests on the terrace.
The event successfully positioned Facebook as a curator of unique cultural experiences, strengthening relationships with key partners through a night of unexpected delight and sophisticated hospitality.
