Client: 25 Lusk
Project: Taste of Thrones
Location: San Francsco, California
Event Type: Game of Thrones Pop-Up Restaurant & Bar
Attendees: 10,000+

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-inspired food and beverage experience in conjunction with the final season of the HBO television show. ThemeDream brough to life a pop-up restaurant and bar called “Taste of Thrones” that transformed the downstairs lounge and transported guests into the medieval world of Westeros filled with Instagram-worthy experiential activations such as the Iron Throne, a 26 foot dragon, and a glowing ice bar called “The Whitewalker Bar”. The food menu showcased the creative culinary interpretation of the medieval show by Michelin Star Chef Matthew Dolan featuring dragon meat, turkey drumsticks, and rabbit pie. It was an overindulging Instagram selfie feast as guests drank mead out of medieval tankards and wine out medieval goblets, while savoring wildly memorable and visually captivating “Game of Thrones”-inspired cocktails on fire, out of smoking wildfire jars, and everyone’s favorite, dragon egg shots! Guests took playful photos with costumed actors of all their Game of Thrones characters. ThemeDream’s digital marketing campaign created a social media sensation selling out all 6 weeks of dinners before the opening date of the attraction, a wait list of over 1000 foodies, and lines for the bar down the street every night. The pop-up received tremendous media attention including a story on the CBS News and a featured article on the front cover of the San Jose Mercury News. Ultimately, ThemeDream generated thousands of social media posts by guests with 25 Lusk check-ins and tags as well as generating close to a half million dollars in revenue in 6 weeks. However, the most rewarding accolade of the project was 25 Lusk stating that had Taste of Thrones not been profitable, they would have still viewed the project a huge success due to how much publicity, foot traffic, and positive word of mouth the attraction generated for their restaurant.

Services Provided:
Creative Direction ◇ Experiential ◇ Fabrication ◇ Immersive Environments ◇ Set Design ◇ Audio/Visual ◇ Lighting ◇ Custom Décor ◇ Culinary Menu Design ◇ Craft Cocktail Menu Design ◇ Entertainment ◇ Talent Management ◇ Costume Design ◇ Graphic Design ◇ Photography Services ◇ Videography Services ◇ Digital Marketing