Creative event strategy celebrates a premium property

Reintroducing San Francisco’s Transamerica Pyramid Center

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Event design honors an exceptional environment

Transforming San Francisco’s second-tallest skyscraper was the project of a lifetime for visionary real estate developer Michael Shvo. Originally completed in 1972, the 48-story Transamerica Pyramid was a modernist marvel. Fifty years later, the luxury real estate company SHVO initiated a renovation to reactivate the site as a signature destination for culture, commerce and creativity. Surrounded by a majestic grove of 50 Santa Cruz coastal redwood trees, it spans an entire block in the city’s financial district.

Shvo wanted a weekend of grand re-opening events to reflect the spirit and magnitude of the property’s $250 million makeover. The event strategy translated the design ethos of Transamerica Pyramid Center into a magical and interactive experience for grand opening guests. In addition to exclusive, luxury amenities, the development wraps public green spaces into its footprint. Sculptural installations position Transamerica Redwood Park as an urban oasis and showplace for local and international artists.

Custom-crafted outdoor staging for the ribbon cutting in the park introduced the space to the public. Envisioned to wrap around the redwood trees, the circular wood stage has become a semi-permanent fixture in a beautifully landscaped park. Its natural materials add warmth among the concrete and steel structures, offering an organic backdrop that supports the message of breathing new life into an iconic building.

Over the grand opening weekend, we told the story of a project that was deeply personal to the developer. The Transamerica Pyramid first captivated Shvo as a little boy when he was traveling with his family from Israel. It came to symbolize the American Dream for him. Shvo wanted to invite the public into this revitalized urban space, to celebrate the unique transformation and to launch the first of many community events in the reimagined area.

Event Strategy

Creative Services

Digital Services

Event Production

Technical Production

Technical production spans event types

We needed to deliver on Shvo’s vision for events: engaging an audience of architecture professionals, the business community, press, politicians, neighbors, friends and family. This required interfacing with a wide variety of vendors, coordinating among multiple lighting, drone, laser, projection mapping and F&B contacts. Communication and collaboration enabled us to optimize the impact of every contribution. We delivered a seamless integration of systems, creating the spaces and connections that served the client’s needs.

In addition to executing the outdoor stage, we produced content, including audio and graphics, and recorded the events for the client’s archives. We also supported the permitting process through drawing and ground plans, and coordinated with the SHVO security team to recommend positioning and ensure safety.

As evening fell, a high-energy blowout took over the building’s top floor. Performances by electronic dance music group Thievery Corporation reflected the dynamism of the revitalized space during the edgy, invitation-only party for 1,000 guests. With food and beverage by celebrated Chef Bradley Kilgore, the event was a feast for the senses. A laser show projected on the eastern side of the building, and colorful, gem-shaped LEDs reestablished the Transamerica Pyramid Center as the crown jewel of the Golden City. For those at street level, the beautiful nighttime show broadcast that the Transamerica Pyramid was back and open for business.

At the culmination of a five-year redevelopment journey, SHVO leaders gave our team a huge shoutout: “Yesterday was one of the best days of my life,” said John Gullixson, senior managing director for SHVO. “The events were flawless, and we have you to thank. We cannot wait to do more of this with you.”

1,000

evening partygoers

Redwood trees

impactful events

celebrity chef

Countless

awe-filled faces