Newly launched creative studio HēLō made a big splash last Thursday at 72andSunny’s immersive grand opening gala. The unique event experience was highlighted by an immersive theatre experience that guided guests through a series of Howard Hughes episodes that inserted them into the center of the tales, not only taking a voyeuristic view, but also actively participating in the story.

Art direction of the engaging experience was provided by HēLō, utilizing their roster of talented production designers to curate period specific and at times avant-garde settings for the immersive tale. Their team designed the spaces and brought on all of the furniture and props to authentically propel the guests into the unique setting of each room.

Prior to “boarding” the experience, guests lined up for their ticketed time to be led upstairs to a VIP Admirals Club Lounge to sip cocktails as they awaited the start of their adventure.

The first room was the 1920s office of Howard Hughes (the room was actually his office at one time).

All guests were greeted and continually addressed as ‘Mr. Hughes’ and the story began to unfold with the guests themselves serving as the narrators.

In the next room, guests were immersed in Hughes’ more obsessive side.

Actors interacted with the set covered in meticulously organized design objects as viewers took in the visualization of Hughes’ plunge into an increasingly obsessive compulsive nature.

A fourth room brought guests into a sideways room where they witnessed Hughes’ further dissension into the turmoil of his own eccentric thoughts and tendencies.

In the final room, guests were encouraged to take a seat and the curtains open to a small stage where two children begin a scene. The whimsical staging transported the guests into a playful childhood setting, mimicking Hughes’ retreat into an infantile state in his final state of madness and physical depletion.

Following the immersive experience, guests spilled back out to the party, taking a load off with cocktails, appetizers and conversations with the LA ad community.