Fenty Turnt Up Tailgate

The tailgate promoted and sold limited-edition product drops in the weeks ahead of founder Rihanna’s Super Bowl performance. With a 6-week lead time, Fenty Beauty entrusted Redrock Entertainment to manage event design from concept to execution, including the integration of sponsor activations.

The pop-up stayed true to tailgate theme, encouraging roaming and exploration of the many engaging moments including fabricated shade-matching stations, custom product-engraving, on-site product sales and influencer giveaways, inventory management, thematic interactive photo moments, F&B and tailgate-style games. With budget in mind, we built the elements to last and successfully amortized the cost of activations across the two cities.