When Fox Searchlight sought to create buzz and excitement around the release of Downhill in Park City, UT during Sundance, BCG leveraged extensive expertise and knowledge of the Festival to design and produce a dynamic interactive pop-up that attracted nearly 5,000 guests. The themed experience enabled Festival-goers to relax and enjoy custom branded cell phone charging stations featuring the film’s trailer, an oxygen bar, a tarot card reader, and massage chairs. BCG incorporated mountain chic decor elements and a wall of framed stills from the film to further transform the space. A skiing experience photo booth allowing guests to socialize their visit on social media and ski attire clad staff passed out Downhill branded merchandise, warm hot chocolate, and soup. Cast members Will Ferrell and Julia Louis-Dreyfus delighted unexpecting fans with a special visit to the pop-up.