Client: 25 Lusk
Project: Feast of the Dragon: A Taste of Thrones Experience
Location: San Francisco, California
Event Type: House of the Dragon Pop-Up Restaurant & Bar
Attendees: 2000+

The Challenge:
25 Lusk was searching for a business strategy to generate new customers and revenue for their downstairs lounge. The restaurant hired ThemeDream to mastermind an experiential marketing campaign and pop-up activation inside their venue.

The Results:
ThemeDream creatively designed, produced and marketed an immersive “Game of Thrones” / “House of the Dragon” inspired food and beverage experience in conjunction with the second season of the Emmy Award winning HBO television show. ThemeDream transformed the downstairs lounge and transported guests into the medieval world of Westeros filled with Instagram-worthy experiential activations such as sitting on the Iron Throne, riding a 26 foot dragon, dining inside a fire-lit castle, and drinking in a burning ember cave called “The Dragon Bar”. The food menu showcased creative culinary interpretations from the medieval-themed show by Michelin Star Chef Matthew Dolan. Guest favorites included sword-skewered dragon meat, brain (noodles) served out of a human skull and a smoking dragon egg dessert. It was an overindulging Instagram selfie feast as guests savored visually captivating “House of the Dragon”-inspired cocktails on fire, served in skulls, claws, medieval goblets, and everyone’s favorite, dragon egg shots! The activation ran for 7 weeks with 30 sold-out dinners.  

Services Provided:
Ideation ◇ Creative Direction ◇ Experiential ◇ Fabrication ◇ Immersive Environments ◇ Set Design ◇ Audio/Visual ◇ Lighting ◇ Custom Décor ◇ Culinary Menu Design ◇ Cocktail Menu Design ◇ Graphic Design ◇ Photography Services ◇ Digital Marketing