The Upfront Summit After-Party

Culture after the conference. Relationships before the next deal.

Bonfire Ventures asked YW3 to turn the official Upfront Summit After-Party into an immersive cultural experience with the creative spirit of Silicon Beach, where venture capital, art, culture and entrepreneurship meet.

LA street artist Pezer painting a live Bonfire Ventures graffiti mural — Custom branded video on all three floors. Bartenders in custom T-shirts. Live graffiti by Pezer.

Guests filling the venue at the Upfront Summit After-Party — Custom branded video on all three floors. Bartenders in custom T-shirts. Live graffiti by Pezer.

Where: Cork & Batter, Inglewood, California
When: Upfront Summit 2025, the official After-Party
Practice: B2B Brand Experience
Disciplines: Experiential · Premium Storytelling

The brief

The Upfront Summit is one of venture capital’s most influential annual gatherings, bringing founders, investors and cultural leaders to Los Angeles. The daytime program drives the industry conversation; the relationships get built after hours.

Take a traditional networking event and make it a fully produced brand experience: an environment where founders, investors and operators connect on their own terms, and where Bonfire’s forward-thinking brand is felt in every detail.

delivered

StrategyExperience DesignCreative DirectionSpatial DesignBranded EnvironmentProductionSponsor IntegrationHospitality

The results

A networking event re-engineered as a fully produced brand experience.

600+ RSVPs from venture, startup and technology leaders
Four hours of immersive experience, extending the Summit into the evening
6 sponsors featured in the event film shown throughout the venue

The idea

Extend the Summit beyond the stage.

Own the cultural moment after Silicon Beach’s biggest event. Not a reception with a logo on the step-and-repeat: a room with its own creative energy, where the conversation the conference started could keep going.

Venice Beach creative identityLive art, in real timeBonfire in every detail

The platform

A room rooted in Venice Beach and Bonfire’s brand.

YW3 designed and produced a fully immersive environment rooted in Venice Beach’s creative identity and Bonfire’s brand. The centerpiece: a live graffiti installation by LA street artist Pezer, unfolding in real time throughout the evening.

Bonfire’s visual language carried across the space, from branded digital invitations, signage and bar menus to staff apparel, supported by immersive lighting, custom neon and interactive design moments that blurred the lines between technology, art and culture.

The Brand Experience

How each YW3 discipline showed up in the work.

Experiential: Strategy, spatial design, lighting, neon and production for a four-hour environment built for organic connection, with six sponsors featured in the event film shown throughout the venue.
Premium Storytelling: A live mural by Pezer gave the night a story that unfolded in real time, and Bonfire’s visual language ran from the digital invitation to the bar menu.

Culture after the conference. Relationships before the next deal.

Next B2B project X Football City Diner

More B2B Brand Experience

The real conversation starts after the keynote. Let’s build the room.

Brief us