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HBO Max #XOXOFriendsgiving
A Media Preview + Thanksgiving Themed Pop-Up In A Five-Story Townhouse, Celebrating Gossip Girl’s Most Iconic Holiday Episodes.
ROLE
Venue Producer
DATE
November 2021
LOCATION
New York, NY
SERVICES
Venue Main POC + Liaison •• Operation Vendor Management •• Rentals + Decor Management •• Load In + Turn Over of Programming Spaces •• Production Schedule Development •• Invoice processing •• COIs
To promote the return of Gossip Girl on HBO Max, a five-story Manhattan townhome was transformed into #XOXOFriendsgiving — a fashion-forward, experiential playground inspired by the show’s highly anticipated Thanksgiving episode. Designed to build buzz for Part II of the rebooted series, the experience gave fans and press a taste of the drama, style, and scandal synonymous with a Gossip Girl Thanksgiving.
The weekend kicked off with a private screening and media preview attended by ~70 influencers, press, and cast members.
Over the next three days, the public explored five floors of highly curated, show-inspired activations: a 40-foot pool turned branded content set, a Constance Billard hallway featuring Monse-designed uniforms, custom Thanksgiving pies, plus 1,000 minis so each consumer could have their own taste of Thanksgiving, and in-house piercings provided by Maria Black. A collaboration with Strand Books brought a towering library to life, where guests left with a book of their own.
The weekend wrapped with a standout drag brunch hosted by nightlife legend Susanne Bartsch and DJ Kevin Aviance. Altogether, the experience delivered more than 500 million impressions — helping propel Gossip Girl to the #1 most-watched HBO Max Original series since the platform launched.
