The UK-based international travel company Virgin Holidays called upon launch! to produce their 25th anniversary event at the Hard Rock Live. Virgin and its owner Sir Richard Branson are known for being edgy, so anything we proposed had to be more wild than mild. We created a true rock ‘n’ roll atmosphere with a custom-built marquee sign, red carpet and stanchion, live entertainment, beam lighting, music, and live video feed to the main stage to capture the excitement of a Virgin event. Branding is important to Virgin, so we used hi-intensity lights to color the outside of the Hard Rock Live to Virgin red and projected six large Virgin logos onto the upper building. Inside, everything was Virgin red and white, including the soft leather seating, pillows, large free flowing beaded walls with red chandeliers as accents. Male and female go-go dancers performed in beaded cages while celebrity impersonators partied with guests. The Rock & Pop Masters Band shook the stage with the singers from 38 Special, Kool & the Gang, Survivor, The Beaver Brown Band, the Romantics, and Orleans. Even Sir Richard Branson took the stage to shred on guitar! In true rock ‘n’ roll fashion, he smashed the guitar on stage. This was not a regular guitar, but a break-away guitar we created in our scenic shop especially for him. This event is a perfect example of how we can align your event with your client and company’s personality.