Giant Step has worked with Ian Schrager from his days with the Morgans Hotel Group to his latest brand, Edition – a unique lifestyle hotel concept and joint venture with Marriott. The Edition leverages Giant Step’s relationships within music and entertainment. Giant Step also executes unique experiences for memorable tentpole moments at their properties.

The ASK:

EDITION Hotel marked Ian Schrager’s first venture in Times Square since his legendary club, Studio 54. The ambitious launch of this multi-faceted, state-of-the-art property needed to reflect Schrager’s place in NYC culture, as well as position the project as the city’s next big nightlife experience.

Our ANSWER:

We launched the hotel with a 5 night marathon of shows, featuring musicians who spanned the past, present and future. Programming highlighted the hotel’s unparalleled broadcast capabilities, including one of the largest and most technologically-advanced LED jumbotrons in the world with 25 million pixels, all overlooking Times Square.

THE EXPERIENCE:

Each day, performances were live-streamed via the jumbotron to Times Square.

  • Night 1 - Diana Ross and CHIC (a nod to the heady days of Studio 54)

  • Night 2 - Ms. Lauryn Hill and Rev Run

  • Night 3 - Sofi Tucker and Questlove

  • Night 4 - Charli XCX and Q Tip

  • Night 5 - Francis and The Lights and Seth Troxler

OUR ROLE:

  • Curating the artist line up

  • Managing and executing artist negotiations and contracts

  • Overseeing and executing artist production and show logistics

RESULTS:

Events attracted celebrities and influencers, including Kendall Jenner, Hailey Baldwin, Suki Waterhouse, Mark Ronson, Cara Delevigne, Kehinde Wiley who shared the experience through their own channels.

The launch achieved:

  • 1 billion+ online media impressions

  • 4 million print media impressions

  • 5,774 new Instagram followers

  • 60K+ reach on Instagram alone