ENGAGING 400+ INDUSTRY LEADERS

Amazon Upfront 2024 brought together 400 industry leaders, Amazon executives, and A-list talent for an exclusive evening featuring an 85-minute keynote presentation. We transformed the iconic brutalist interior of 180 Strand into a premium venue, managing all aspects of production, design, and event management. The evening culminated in a smooth transition into a concert venue, with a live performance by Sophie Ellis-Bextor and Richard Jones of The Feeling.

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The stats:

400

Attendees

A-list keynote speakers

85min.

Content production

THE BRIEF:

Amazon Upfront is a cornerstone event for industry leaders, showcasing upcoming projects and revealing new advertising opportunities across Amazon’s entertainment portfolio. Bearded Kitten was tasked with creating a seamless, high-end experience that reflected Amazon’s innovative nature while delivering an unforgettable evening for guests.

CREATIVE CONCEPT:

Keeping with Amazon’s forward-thinking ethos, we created an immersive environment that balanced professional keynotes with engaging activations and live entertainment. From a welcome reception and bespoke branded bars to a perfectly orchestrated keynote presentation and live concert, the evening offered an elevated yet fun and approachable guest experience.

THE PROCESS:

Bearded Kitten managed every aspect of the event, from concept to delivery. We completely transformed 180 Strand, starting with a bespoke ‘UPFRONT’ infinity installation and leading guests to a reception area complete with a DJ, cocktails, food, custom Amazon branding, and greenery.
Stars like Orlando Bloom, Priyanka Chopra Jonas, Idris Elba, Jack Whitehall and Viola Davis made appearances throughout the evening. We handled the entire production, including custom video assets, lighting design, and talent management. The keynote presentation, led by Amazon executives and celebrity talent, highlighted the brand’s upcoming innovations for the year ahead.

THE DELIVERY:

We brought each activation to life, from four bespoke branded bars inspired by popular Amazon entities; Fallout, Clarkson’s Farm, Twitch, and Football from Prime Sports, to an interactive GIF booth.
Each bar featured themed cocktails, custom ice cubes, cocktail toppers, and personalised menus, making sure every detail was shareable and memorable for guests. The evening transitioned from the keynote to a standout concert performance by Sophie Ellis-Bextor, accompanied by husband and member of The Feeling, Richard Jones.

THE IMPACT:

The event engaged 400 industry professionals and A-list talent, combining insightful presentations and exclusive content with top-tier entertainment. From the custom-branded bars to the concert finale and flawless keynote, the creative production underscored Amazon’s leadership in both entertainment and advertising innovation.