LG The Art of the Pixel Gala


HS Ad USA and LG selected FIRST to design and produce LG’s The Art of the Pixel gala – an awards ceremony, press event, gala dinner, and surprise concert with Sam Smith wrapped into one evening. 

Gala of products at the event.


FIRST produced and designed an immersive experience at the iconic Gotham Hall in New York City. The event included an awards ceremony, gala dinner, and product launch all in one entertaining night. Since the event included a ceremony, dinner, and a product launch, it was important that the design and production of the entire experience was versatile and cohesive.

Presenters and Stage
Orchestra on stage


This non-traditional product launch revealed LG’s newest 4K OLED TV while supporting LG’s arts education initiative. Students from the top nine U.S. art schools were invited to compete to create artwork that highlighted the features of LG’s products. 

These “digital canvases” hosted the finalists’ artwork in an interactive gallery, while classical masterpieces were displayed on the walls of Gotham Hall through state of the art projection mapping. Notable patrons of the arts, Sarah Jessica Parker and Sandra Lee, attended the gala hosted by Neil Patrick Harris. The evening included the product reveal, an awards ceremony, and a private concert with Sam Smith.

Sam Smith performance.

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