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For two days in downtown Los Angeles, Paramount and Legendary hosted a press and creator junket from inside the world of Street Fighter.
Built off director Kitao Saukai’s flashy vision, IHC designed an experience that extended beyond traditional capture. We took over The Bellwether, a multi-level Art Deco-inspired building that typically serves as a live music venue.
Set across four key set pieces that directly replicated environments from the film, global media outlets and creators had the opportunity to interview and capture content with the full cast. The immersive backdrops provided both a beautiful set and unique in-person experience.
The main room was converted into the arena from the film. A branded ring was a the central hero moment, flanked with in-world details that served as the backdrop to podcast recordings and creator content. The arena was decked out with rugged street decor including chain link fences, oil barrels, gasoline cans, and custom branded, sprayed painted wooden crates to transform set into the world of the film.
Golden Bullion Night Club came to life inside The Lobby, a nod to a pivotal moment when man characters finally come together. Cody Rhodes, Andrew Schulz, & Eric Andre did the majority of their filming in this set. The night club was decorated with comfy leather club seating, moody lighting, and bottle service on the table. A fake wall was added to cover the merch counter.
Camille’s, the cavernous warehouse-style room, was transformed into the notorious alleys, featuring special neon signs, fencing and graffitied walls. Noah Centineo, Andrew Koji, & Callina Liang were filmed here. Neon Alley was decorated with custom graffiti walls, chain link fences, tires & barrels, a branded title treatment and neon signs.
The venue’s restaurant was modeled after Bison’s Office, leaning into the existing tones and transforming the stage into a dignified office set. This room featured rotating cast pairings of Roman Reigns, Eric Andre, David Dastmalchian, Kitao Sakurai, and Rayna Vallandingham. Bison’s Office was decorated with a fireplace mantle adorned with his signature logo framed on the wall along with a decorated office desk.
Press and creators checked-in at The Patio Lounge, where they could prep for their interview, play the themed arcade game or snap a branded picture in the photo booth. Trailers played on the screens. Additionally, dedicated hospitality in Looking Glass Lounge provided breakfast, lunch, snacks and refreshment to staff, crew and press all day. The title treatment looped in the screens for a branded touch.