https://www.ariannalebed.com/work daily 0.75 2025-03-19 https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742395034308-1SQP2N4FZQAZG139BTMW/download.jpeg Work https://www.ariannalebed.com/projects-forte daily 1.0 2025-09-27 https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742405398102-JFI4AMYGA4WWZRM3K7D0/P1040565.jpg Projects - THE DINER Lab at Rockwell Group - 2018 - Milan, Italy Client: Surface Magazine Partnership: 2x4 Role: design strategy, design development documents, 3d modeling, rendering To celebrate the 25th anniversary of Surface magazine, we united visitors to the 2018 Salone del Mobile around a quintessentially American concept: The Diner. During the furniture fair, the public was invited to relax and connect in an intimate, contemporary interpretation of the classic American eatery. Creating a distinct, colorful visual style, we were able to explore the enduring attraction of diners: their ability to make strangers into a community, elbow-to-elbow; their call to locals and nomads alike; their celebration of casual yet intimate encounters; and their existence at the crossroads of different cultures and eras. Located in an historic vault under the famous Milano Centrale train station, The Diner offered a number of opportunities for partnerships, from food and drink to furnishings by designers and brands that represented a global perspective. The Diner was conceived as the ultimate gathering place, taking guests on an experiential road trip through iconic elements of American diner culture (“counter” culture) and different vignettes that drew on our expertise in set design and hospitality. https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742401689244-I5S4PCTLMLAUZJ6SK0UL/sub-buzz-777-1650571297-2.jpg Projects - COACHELLA ARTIST LOUNGE MAS - 2022 - Indio, CA Client: YouTube Role: Creative Direction Over two weekends, unmatched vibes returned to Coachella at YouTube’s Artist Lounge with over 30,000 VIP guests. Whether escaping the desert heat or feeling like a hottie with Megan Thee Stallion, stars like 21 Savage, Carly Rae Jepsen, and Danny Elfman rejuvenated their day with kegs of kombucha, cold brew, and ice-cold popsicles. With a sunken pool lounge, live broadcasting station, and three trendy hangout spots—YouTube celebrated the best of music and created the go-to place for celebrities and their friends. https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742401937816-DRMA8P477X1EISZPQEDA/untitled-589.jpg Projects - CAMP COACHELLA MAS - 2022 - Indio, CA Client: YouTube Role: Creative Direction Turning desert glamping into a content creation playground, we dazzled six YouTube Shorts Creators with a Coachella experience like never before. For Weekend 1, this luxe oasis inspired Creators (and their festie besties) with exclusive offerings like glam squads, a 24/7 concierge service, private stage rides, content with the Wheel of Short Decisions, and A/C in their curated vans. Fostering brand love, we pampered six YouTube Creators and gave their fans intimate, behind-the-scenes Shorts at the biggest festival of the year. https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742401593866-0MBPXGIZJKLOG1CHVMRX/VidoCon_Day4DS-41.jpg Projects - YOUTUBE DROP SHOP MAS - 2023 - Anaheim, CA Client: YouTube Role: Creative Direction At VidCon, we curated an experience highlighting YouTube’s shopping product that allowed fans to shop with their favorite creators. To bring this to life, MAS created an 8,000 sq foot department store with over 2,000 products to give away. Our onsite SLAY-TMs provided attendees both pointed content and the opportunity to “spend” in our store on products promoted by their favorite creators. The space welcomed over 10k visitors in 3 days and touted the highest foot traffic at Vidcon this year! Metrics: 9,000+ customers 250+ custom product tags created 3 drops per day 13 pieces of custom merch designed https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742406101633-ERO5PHSOGVMJQUGL2205/MHeiderich-NIP01-edit.jpg Projects - NY ADVERTISING WEEK MAS - 2023 - New York, NY Client: Google & YouTube Role: Creative Direction At Advertising Week New York 2023, we collaborated with Google Ads Marketing to demystify AI for marketers and fuel excitement about the future of strategic media placement powered by Google AI. Our brand activation, the Google AI Pit Stop, transformed the abstract concept of AI into a tangible, interactive experience, effectively placing marketers in the driver's seat. This activation included “a peek under the hood” of 3D-printed car models featuring AI-driven case studies, and a race simulator, "Drive to Thrive". And thanks to a partnership with McLaren Racing, attendees enjoyed a photo op and a “speedy” AI driver’s license linked to Google AI tools. https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742403732132-OEZM7IJUMDKEBDDLXXOY/1nXjecJ_Z3Y_u3sNv1IOgHDwF4C2uqMpoz5XV0dkV5Rc.png Projects - UBAR MAS - 2024 - Tokyo, Japan Client: Qiddiya Gaming Role: Group Creative Director At Tokyo Game Show, attendees entered UBAR—a glowing cyberpunk world pulsing with DJ sets, interactive alleyways, and loyalty-driven challenges. Players created digital hacker tags, uncovered rewards, and decoded hidden cheat codes across claw machines, meet-and-greets, fashion from the Qiddiya game, and a giant fate-deciding robot. Our stage hosted nonstop talk shows and the Metawurst food truck kept the energy high. The journey culminated at the central neon Core Tree, where top hackers earned exclusive prizes—including metallic bucket hats, gaming gear, and a one-of-a-kind custom mini Sentinel robot. https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742402229616-DGJZ8DEHMNP23P16AZZV/2022_10_06_GoogleFallHardwareLaunchNYC_IMG_2709.jpg Projects - MADE BY GOOGLE MAS - 2022 - Brooklyn, NY Client: Google Role: Creative Direction We helped Google take its annual consumer product launch event across the river to Williamsburg and spread it across its brand new store and a music venue. Attendees gathered at National Sawdust for the keynote and product reveal, before we completely flipped the room in five minutes to create a hands-on sandbox experience. A block away at the Google Store were even more experiences centered around showcasing the latest product features. And because we knew that getting that perfect product shot was critical to the press, we created display vignettes for each color story where they could take the perfect photo. https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742402717946-1N21EAYKZONBISC9LBU5/15711463618099147073958956995410.jpg Projects - MADE BY GOOGLE MAS - 2019 - The Shed, New York, NY Client: Google Role: Creative Direction Opening a space for authentic discovery, we invited lively exploration into a spectacular moment distinctly Google. Drawing in over 600 in-person attendees and 10 million globally the event was highlighted in hundreds of publications, including TechCrunch, Engadget, CNBC, The Verge, and VentureBeat. Allowing attendees to discover hidden interactive demos, we curated a hands-on Hardware Launch made approachable, made sustainable, Made by Google. Metrics: Number of Attendees - Over 600 Livestream & Broadcast Viewers - 10 Million Viewers + Over 5.8 mil pixels of LED https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742402793937-GFSY0XGU33PEK1P5WDBY/Lawn-at-the-National-Building-Museum-3%2Bcopy.jpg Projects - THE LAWN Lab at Rockwell Group - 2019 - Washington, DC Client: National Building Museum Role: design strategy, 3d modeling, rendering The Lawn was an interactive exhibition and an iteration of the National Building Museum’s Summer Block Party series. The installation was a celebration of the lawn as an iconic multi-functional gathering space for summertime activities. Visitors of the museum were able to come and connect, play, explore, and discover parts of the museum they had never seen due to the heigh of the observation deck. We also suspended blue hammocks, each of which featured audio recordings of personal summertime memories told by Venus Williams, Bette Midler, Whoopie Goldberg, and Jose Andres, to name a few. Scattered throughout The Lawn were white lounge chairs, corn hole, cricket, and bocce ball, all to be enjoyed on the sustainable “just mowed” looking synthetic grass. A custom soundscape was created in collaboration with Yessian Music to help augment the experience that included bees buzzing and lawnmowers at work. We also developed an augmented reality game that provides guests with a chance to collect and release fireflies throughout the installation. https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742402875650-4NDQ3L0F5RITLZDG87HL/cff29f50813c252c4395d6d5964c8821.jpeg Projects - THE EDGE QUEUE Lab at Rockwell Group - 2019 - New York, NY Client: Related Role: design, 3d modeling, rendering, design development documents For the observation deck at 30 Hudson Yards named The Edge, The LAB was asked to reimagine the traditional queuing experience and turn it into an immersive linear journey that tells the story of the transformation of Hudson Yards. The path includes an 80-foot long map of Manhattan, a mirrored forest of animated caissons, floor-to-ceiling digital trains passing by, projection-mapped objects, as well as a wrap-around digital mosaic. This 4-year long project was developed over the course of the construction of the building, working in tandem with partners such as KPF, Eventscape, Diversified, Yessian, and BOLD lighting joining together to create the cohesive journey to the observation deck. https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742405731288-VDTFNJ931O1BFL56IHEZ/s-blob-v1-IMAGE-6r8xMNjOZe4.jpeg Projects - OUTPOST OMEGA MAS - 2024 - Busan, South Korea Client: Qiddiya Gaming Role: Group Creative Director At G-star, we launched players into deep space to contain a mutated Predaplant outbreak at research station Outpost Omega. Attendees battled waves of alien threats in our custom-built AR FPS, fighting to survive and climb the leaderboard. The top scorer walked away with a one-of-a-kind 3D-printed Predaplant—proof of their dominance in an intergalactic tournament. https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742404413256-TRHIW1VOMQUUYOHVS465/1qfO3v6cWFOJivg43V4sdIi2m1hkKrkXxoE7ZV7vk4yU.jpeg Projects - UNEARTHING QIDDIYA MAS - 2024 - Boston, MA Client: Qiddiya Gaming Role: Group Creative Director At PAX East, we gave players a first look at Qiddiya Gaming through four genre-based digital medallions—mysterious, interactive zones that powered up RFID bands and unlocked epic rewards. Each day, players tapped into the zone that called to them, then returned to see if they’d been chosen for the ultimate prize. By afternoon, lines wrapped around the booth, and each win sparked major fanfare. A built-in streaming booth brought top influencers into the mix for surprise streams and meet-and-greets, keeping the energy high and the crowd buzzing. https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742402973216-26PLCKJF8YFUQABDB65V/2022-11-15%2BGoogle%2Bfor%2BGovernment%2BSummit-DC-0008.jpg Projects - GOOGLE FOR GOV SUMMIT MAS - 2022 - Washington, D.C. Client: Google Role: Creative Direction To launch a new focus on the government sector, Google tasked us to design and produce their very first summit of this kind. Spread across three areas of the newly built wharf district, thousands of attendees came for an action-packed full day of programming. At the iconic Anthem music venue, we started the day with breakfast and an energetic keynote, before completely transforming the space for a block party evening event. At one of the piers, we created an intimate community park setting with demos and space to relax and network. Lastly, at the Intercontinental we held multiple breakouts amongst sponsor booths. https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742404197545-BPI99X2RD0JFF4KO9TE7/1ailPuea-RBol2I1dY6kyMqRH2Hz5qWhllWIlnFR5FTY.png Projects - LEGENDS LOUNGE MAS - 2024 - Tokyo, Japan & Las Vegas, NV Client: Qiddiya Gaming Role: Group Creative Director The Legends Lounge was the epicenter of EVO—where fans met iconic players, watched them face off in high-stakes matches, and even had the chance to play against them. Knockouts drew roaring crowds and unforgettable moments, with fans packing the perimeter just to catch a glimpse of the action. https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742405078516-D874IYSUX6X6VQ0IZL6K/1lNAx6UItZK4qtjyD6hEUAmL0KbpWTFUJHJahkK_RbbI.jpeg Projects - MEK FORTRESS MAS - 2024 - Cologne, Germany Client: Qiddiya Gaming Role: Group Creative Director At Gamescom Cologne, we unveiled Qiddiya Gaming’s High Fantasy genre with the towering MEK Fortress—an immersive quest where attendees solved puzzles and followed clues on interactive digital stained glass windows to unlock exclusive rewards. Players forged digital swords, collected rune enamel pins, scored signed posters and vinyl records of the High Fantasy theme song. But only five sharp-eyed adventurers walked away with our ultimate prize: a one-of-a-kind, hand-forged sword crafted by the legendary Weta Workshop. https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742402457634-GBVPJWO3GPIF6AYEOROP/DSC_4984.jpg Projects - CREATOR SUMMITS MAS Client: YouTube Role: Creative Direction We’ve shaped YouTube’s annual Creator Summits into flagship gatherings for the platform’s top talent—now expanded to include vertical-specific experiences like the Black Creator Summit. By curating meaningful conversations with YouTube execs, spotlighting standout speakers like Kris Jenner, and infusing each summit with offbeat community moments and lively celebrations, we’ve helped turn these events into powerful engines of inspiration, connection, and creator recognition. https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742402186049-WNDTULOM1LUVAKHKM56I/s-l1600.jpeg Projects - COACHELLA ARTIST LOUNGE MAS - 2019 - Indio, CA Client: YouTube Music Role: Creative Direction YouTube Music came to MAS with the objective of creating a lounge in the artist compound at Coachella that would serve as a cool and comfortable oasis for celebrities and VIP’s. Overall, 20,000+ guests visited, chilled out, grabbed a slice of pizza, and watch live feeds of performances in our lounge. Thirty publications wrote about the Artist Lounge, further amplifying YouTube Music’s brand voice as a relevant culture-maker. Metrics: Wknd 1 Guests - 10,367 Wkdn 2 Guests - 9,873 Popsicles - 9,600 Slices of Pizza - 1,872 Kegs of Nitro Brew - 21 Kegs of Kombucha - 22 https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742403005683-TGSW6GCP315U8RSM0G10/3794812b28e507cdf16eef66014964aefb86928b.jpg Projects - TIA CLINIC Lab at Rockwell Group - 2019 - New York, NY Client: Tia Role: design strategy, concept development documents, 3d modeling, rendering The Tia Clinic integrates gynecology, wellness and primary care under one roof and one health record. It’s healthcare reimagined for women by women. Pairing technology and community with real world medical care, Tia creates a highly personalized and compassionate experience that sets a new standard for women’s health services. For the brand’s first physical space, we imbued the strategy and interiors with this philosophy, from the choreography of the patients’ and practitioners’ movements within the clinic, to material choices and exam room details. Rather than a typical doctor’s office, the space has a hospitality feel, from the light-filled welcoming reception to the residential-style waiting area and exam rooms. https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742404727394-TCGW71BFZOSQ7ZJQTZDH/_SCM9995.png Projects - GOOGLE I/O CONNECT MAS - 2023 - Miami, FL Client: Google Role: Creative Direction For the Miami stop of Google I/O Connect, we transformed a 100,000 sq. ft. warehouse into an open, exploratory space designed to bring the developer community together. The experience featured four custom stages for curated talks expanding on I/O announcements, plus 18 hands-on demos and activations throughout. Pre-keynote refreshments, integrated grab-and-go lunches, and a streamlined wayfinding system kept the energy high and the flow seamless all day long. https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1754866890293-E6JHIIB4FQGJVTQ70H73/2022050214512107116-sm.png Projects - DELL TECHNOLOGIES WORLD MAS - 2022 - Las Vegas, NV Client: Dell Role: Creative Direction After two years of being entirely virtual, Dell Technologies World, Dell Technologies’ flagship event, would return to Las Vegas in 2022. Bringing people together again required a total transformation of the conference experience—our new world demanded a new approach. Pre-pandemic tactics were obsolete; attendees would now be in-person, virtual, or both. Recognizing that a standard approach wouldn’t cut it, we took the event down to the studs and completely reimagined what it could be. Together with our clients, we envisioned a totally fresh, brand-elevating conference experience: a celebratory experience steeped in FOMO and fun; a progressive experience anchored in cutting-edge tech solutions and digital optimism; an authentic experience that would inspire deeper connections and engage attendees in exciting new ways. Metrics: 9 million people worldwide participated virtually 16,300 in-Person & digital customer/partner attendees 97% said Dell Technologies World met or exceeded expectations https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742402938054-E88KLQJS7WSJ5D7L0TJS/YouTube_Educon_2022_1650.jpg Projects - EDUCON MAS - 2022 - New York, NY Client: YouTube Role: Creative Direction YouTube didn't let a few years apart get in the way of meaningful connections. After COVID, they made a bold comeback at EduCon 2022, determined to unite the Learning Creator community like never before. We helped spotlight the community and gave creators the reins with an "unconference" that blended YouTube's newest tools and products with a grand celebration in NYC. Here, a marching band welcome moment, insightful breakouts, and genuine connections made learning exciting, engaging, and flat-out celebratory. https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1742403552817-WUAO9G040F7ON86JJTOA/1C63D3RtnXA4nYsOt9_EruDP-djt0414gNpJw5RuXzk8.png Projects - ALIENWARE LAUNCH MAS - 2022 Client: Dell - Alienware Role: Creative Director Pushing past the average product page, we generated hype for Alienware’s new peripherals launch by empowering gamers with a microsite adventure & social media activation. We designed, built, and managed a futuristic microsite that brought gamers into a vibrant Alienware world where interactive challenges and secret prizes awaited. Each week a series of new games and challenges were dropped, encouraging gamers to come back and unlock new rewards. Prizes included never-before-seen Alienware inspired digital fashion pieces (think streetwear meets cyberpunk) that gamers could try on and show off via Snap’s AR Lens. https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/1755264294210-YVG2L5P2J4R3V0Y5808D/Screenshot+2025-08-15+at+9.24.18%E2%80%AFAM.png Projects - EMBARQ MAS - 2024 Unrealized Proposal Role: Creative Direction This unrealized proposal envisioned a flexible, multi-layered destination for gamers and esports fans—created in collaboration with the community itself—to foster connection, inspiration, and immersion in gaming culture. At its heart, the design featured a sweeping LED mesh façade powered by Unreal Engine, displaying generative, AI-driven motion art fueled by real-time gaming data. The result: a living, breathing canvas reflecting the scale and energy of the global gaming community. Built with modular programming and content capabilities, the structure was designed to adapt to any location or event, enabling seamless transformation and maximum impact wherever it appeared. https://www.ariannalebed.com/aboutme daily 0.75 2026-01-17 https://images.squarespace-cdn.com/content/v1/67dad680ab32b63e5c626f45/c569b59c-59d3-4903-9dc0-a1e67bd52753/Photo+Jan+13+2026%2C+8+40+27+AM.jpg About