Brand Activations – THE SCENIC ROUTE

Brand Activations

Planning, Design, Fabrication, Installation, Event Management

Custom brand experiences are a cornerstone of The Scenic Route’s work. We collaborate directly with companies or their appointed agencies to design and develop memorable experiences that maximize visibility and align with our partners’ goals, ensuring that every project is logistically impeccable, while all finishes and final products reflect the highest standard of quality.

FIFA World Cup Trophy Tour presented by Coca-Cola

Global Tour

TSR partnered with Octagon to bring the 2026 FIFA World Cup Trophy Tour presented by Coca-Cola to life, designing a large-scale mobile fan experience that traveled throughout the US and Canada as part of the tour’s historic 20th-anniversary run. The activation gave fans a rare chance to stand before the solid-gold FIFA World Cup Original Trophy, framed by immersive storytelling. A dedicated theater set the stage, while “The Perfect Serve” beverage center offered a refreshing Coca-Cola moment along the way. A historic tunnel walked fans through decades of tournaments and legendary players as they waited for their turn at a multi-sided photo op area built for capturing the trophy from every angle. Beyond North America, TSR engineered additional mobile units to support the tour’s global reach across Europe, Asia, Africa, the Middle East, and Mexico, each requiring careful logistical planning around transport methods and travel duration to ensure a seamless experience across all 30 FIFA Member Associations visited.

Bank of America at the U.S. Soccer House. Venice

Venice, CA

TSR partnered with Octagon to bring Bank of America’s presence at the U.S. Soccer House in Venice to life for the 2026 FIFA World Cup. Collaborating closely with Octagon’s internal teams, TSR led the activation from concept through completion — designing, fabricating, and installing all items on-site. At the heart of the experience was Bank of America’s Fanship Bracelet, the tournament’s must-have collectible. The result was an immersive, brand activation that gave World Cup fans a tangible, wearable way to celebrate the game together.

Google Marketing Live

Anaheim, CA
2026

TSR delivered samples, technical design, engineering, fabrication, technology installation and integration, logistics, and installation for Google Marketing Live — Google’s flagship annual event showcasing advancements in digital advertising, AI technology, and consumer analytics for marketers, brand advertisers, and retailers. The build required sophisticated technical integration to complement Google’s forward-looking, technology-driven brand experience.

Make it with Notion

2026 and 2025

TSR partnered with Notion across two consecutive years to support Make with Notion, the company’s annual flagship conference where major product updates — including Notion AI and customizable forms — are unveiled. TSR’s scope included providing and developing samples, technical design, engineering, fabrication, technology installation and integration, logistics, and installation, helping bring Notion’s innovative brand identity to life in a dynamic event environment.

Beats at Apple Studio

Los Angeles, CA

In 2025, TSR worked with Episode 1 to support the Beats at Apple Studio press tour, an exclusive hands-on event created for press and creators to experience the new Powerbeats Family firsthand. Blending tech, style, and movement, the activation brought together Beats and Nike in a seamless, fitness-forward showcase designed to highlight product performance and design. TSR contributed technical design and fabrication to build an environment suited for hands-on engagement, along with trucking, logistics, and tour support to keep the press tour on schedule. Installation and strike were handled with precision, ensuring a refined experience for every stop.

Invesco QQQ Innovation Arena NCAA Final Four Fan Experience

US Tour

In 2025, our team partnered with 160 Over 90 to deliver the Invesco QQQ Innovation Arena, an interactive, tech-driven fan experience at the NCAA Final Four in San Antonio, TX, designed to spotlight Invesco QQQ’s role as the Official ETF of the NCAA and March Madness. We supported the project end-to-end, providing consulting, engineering, technical design, fabrication, project management, logistics, installation, and strike. A key component of this build was an exterior-rated truss structure paired with premium finish materials and finish quality, ensuring the final activation matched the caliber and vision the client set out to achieve.

Open AI DevDay 2025

San Francisco, CA

TSR partnered with Strong Brew, the creative agency behind the 2025 OpenAI DevDay, to provide technical design, precision fabrication, and installation supervision for key scenic elements at Fort Mason in San Francisco. TSR engineered and fabricated the primary stage, stage backdrops, and themed architectural environments throughout the venue, transforming conceptual designs into production-ready structures that reflected the premium quality expected of a world-class technology event. Delivered on an accelerated schedule, the project required exceptional craftsmanship, museum-quality finishes, and flawless execution. TSR’s performance earned outstanding client feedback and led to its selection to support OpenAI DevDay again in 2026. The project demonstrated TSR’s expertise in delivering complex, high-profile experiential environments where precision engineering, premium fabrication, and reliable execution are essential.

BlizzCon

Anaheim, CA

In 2023, TSR supported Blizzard Entertainment’s (now a Microsoft company) annual fan convention, BlizzCon, held in Anaheim, California, delivering technical design, engineering, fabrication, technology installation and integration, logistics, and installation. TSR developed multiple installations that involved sculpting and scenic treatments to align with the client’s vision. BlizzCon serves as a premier gathering for fans of franchises including World of Warcraft, Diablo, Overwatch, and StarCraft, and demands large-scale, high-impact builds that match the energy and scale of the games themselves.

Capital One Play Ball Park MLB All-Star Week Experience

Los Angeles, CA

Ray Ban “Never Hide” Mobile Tour

TSR developed a touring exhibit for Ray Ban. An expandable pod was used for this product to house a retail store and an interactive social media component. TSR was responsible for design, fabrication technology integration, installation and ongoing support.

Microsoft at E3

Los Angeles, CA

In 2019, TSR partnered with Zed Ink to bring Microsoft’s E3 presence to life in Los Angeles, CA, supporting one of the gaming industry’s most high-profile showcases. The activation introduced groundbreaking hardware and highly anticipated titles, including Project Scarlett, Halo Infinite, and Cyberpunk 2077, to press, partners, and fans. TSR led technical design and fabrication to create show-ready environments capable of showcasing next-generation gaming technology, while managing the full logistics chain to ensure a seamless build. On-site installation and strike were executed with precision, delivering a polished, immersive experience that matched the scale and excitement of the E3 stage.

Activision at E3

Los Angeles, CA

TSR worked on Activision’s booths and meeting rooms at the E3 Expo in various capacities from 1996 to 2019. For 2018 TSR worked as both the creative agency and fabricator for the activation, working with ATVI to design, fabricate, install, coordinate and manage the booth and meeting rooms within the Los Angeles Convention Center. The booth featured demo areas for ATVI’s Call of Duty and Destiny titles, VIP seating areas, a 20’ LED screen, and internal meeting and storage space. Throughout the Expo the booth hosted 6,300 day-time visitors and three after-hours VIP and PR events. TSR was also responsible for ATVI’s five meeting rooms. These spaces are luxuriously appointed, and contain a variety of meeting, viewing, demo and catering spaces as needed.

Facebook Tree City Market

Sacramenta, CA

In 2018, TSR teamed up with NA Collective to design and build the Facebook Tree City Market, a large-scale treehouse-style pop-up mall staged at the William Land Golf Course. The activation served as a temporary storefront celebrating Sacramento’s identity as the “City of Trees,” giving local independent businesses and artisans a distinctive platform to connect with the community. TSR provided full technical design and engineering to bring the elevated, nature-inspired structures to life, alongside fabrication, logistics, and installation. The result was a whimsical, immersive marketplace that blended experiential retail with a strong sense of place and local pride.

Toyota: We Go Places Campaign

Los Angeles, CA

Powerwave Technologies Mobile Experience

Los Angeles, CA

Mobile Marketing Vehicles and Trailers

Brand Activations

Custom brand experiences are a cornerstone of The Scenic Route’s work. We collaborate directly with companies or their appointed agencies to design and develop memorable experiences that maximize visibility and align with our partners’ goals—ensuring every project is logistically impeccable, while all finishes and final products reflect the highest standard of quality.

FIFA World Cup Trophy Tour presented by Coca-Cola

Global Tour

The activation gave fans a rare chance to stand before the solid-gold FIFA World Cup Original Trophy, framed by immersive storytelling. A dedicated theater set the stage, while “The Perfect Serve” beverage center offered a refreshing Coca-Cola moment along the way. A historic tunnel walked fans through decades of tournaments and legendary players as they waited for their turn at a multi-sided photo op area built for capturing the trophy from every angle. Beyond North America, TSR engineered additional mobile units to support the tour’s global reach across Europe, Asia, Africa, the Middle East, and Mexico, each requiring careful logistical planning around transport methods and travel duration to ensure a seamless experience across all 30 FIFA Member Associations visited.

Bank of America at the U.S. Soccer House. Venice

Venice, CA

TSR partnered with Octagon to bring Bank of America’s presence at the U.S. Soccer House in Venice to life for the 2026 FIFA World Cup.

Collaborating closely with Octagon’s internal teams, TSR led the activation from concept through completion — designing, fabricating, and installing all items on-site. At the heart of the experience was Bank of America’s Fanship Bracelet, the tournament’s must-have collectible. The result was an immersive, brand activation that gave World Cup fans a tangible, wearable way to celebrate the game together.

Google Marketing Live

Anaheim, CA

The build required sophisticated technical integration to complement Google’s forward-looking, technology-driven brand experience.

Make it with Notion

TSR’s scope included providing and developing samples,
technical design, engineering, fabrication, technology installation and integration, logistics, and installation, helping bring Notion’s innovative brand identity to life in a dynamic event environment.

Beats at Apple Studio

Los Angeles, CA

In 2025, TSR worked with Episode 1 to support the Beats at Apple Studio press tour, an exclusive hands-on event created for press and creators to experience the new Powerbeats Family firsthand.

Blending tech, style, and movement, the activation brought together Beats and Nike in a seamless, fitness-forward showcase designed to highlight product performance and design. TSR contributed technical design and fabrication to build an environment suited for hands-on engagement, along with trucking, logistics, and tour support to keep the press tour on schedule. Installation and strike were handled with precision, ensuring a refined experience for every stop.

Invesco QQQ Innovation Arena NCAA Final Four Fan Experience

US Tour

Open AI DevDay 2025

San Francisco, CA

TSR engineered and fabricated the primary stage, stage backdrops, and themed architectural environments throughout the venue, transforming conceptual designs into production-ready structures that reflected the premium quality expected of a world-class technology event. Delivered on an accelerated schedule, the project required exceptional craftsmanship, museum-quality finishes, and flawless execution. TSR’s performance earned outstanding client feedback and led to its selection to support OpenAI DevDay again in 2026. The project demonstrated TSR’s expertise in delivering complex, high-profile experiential environments where precision engineering, premium fabrication, and reliable execution are essential.

BlizzCon

Anaheim, CA

TSR supported Blizzard Entertainment’s (now a Microsoft company) annual fan convention, BlizzCon, held in Anaheim, California, delivering technical design, engineering, fabrication, technology installation and integration, logistics, and installation.

TSR developed multiple installations that involved sculpting and scenic treatments to align with the client’s vision. BlizzCon serves as a premier gathering for fans of franchises including World of Warcraft, Diablo, Overwatch, and StarCraft, and demands large-scale, high-impact builds that match the energy and scale of the games themselves.

Capital One Play Ball Park MLB All-Star Week Experience

Los Angeles, CA

Ray Ban “Never Hide” Mobile Tour

US Tour

Microsoft at E3

Los Angeles, CA

In 2019, TSR partnered with Zed Ink to bring Microsoft’s E3 presence to life in Los Angeles, CA, supporting one of the gaming industry’s most high-profile showcases.

The activation introduced groundbreaking hardware and highly anticipated titles, including Project Scarlett, Halo Infinite, and Cyberpunk 2077, to press, partners, and fans. TSR led technical design and fabrication to create show-ready environments capable of showcasing next-generation gaming technology, while managing the full logistics chain to ensure a seamless build. On-site installation and strike were executed with precision, delivering a polished, immersive experience that matched the scale and excitement of the E3 stage.

Activision at E3

Los Angeles, CA

TSR worked on Activision’s booths and meeting rooms at the E3 Expo in various capacities from 1996 to 2019.

In 2018 TSR worked as both the creative agency and fabricator for the activation, working with ATVI to design, fabricate, install, coordinate and manage the booth and meeting rooms within the Los Angeles Convention Center. The booth featured demo areas for ATVI’s Call of Duty and Destiny titles, VIP seating areas, a 20’ LED screen, and internal meeting and storage space. Throughout the Expo the booth hosted 6,300 day-time visitors and three after-hours VIP and PR events. TSR was also responsible for ATVI’s five meeting rooms. These spaces are luxuriously appointed, and contain a variety of meeting, viewing, demo and catering spaces as needed.

Facebook Tree City Market

Sacramenta, CA

In 2018, TSR teamed up with NA Collective to design and build the Facebook Tree City Market, a large-scale treehouse-style pop-up mall staged at the William Land Golf Course.

The activation served as a temporary storefront celebrating Sacramento’s identity as the “City of Trees,” giving local independent businesses and artisans a distinctive platform to connect with the community. TSR provided full technical design and engineering to bring the elevated, nature-inspired structures to life, alongside fabrication, logistics, and installation. The result was a whimsical, immersive marketplace that blended experiential retail with a strong sense of place and local pride.