Jean Paul Gaultier Pride NYC 2022

Experiential Marketing & Luxury Brand Activation Across Manhattan

NYC Pride is one of the world's most celebrated cultural events, providing brands with a unique opportunity to connect with millions of consumers through immersive experiences. For Pride 2022, Jean Paul Gaultier partnered with Highlife Productions to produce a week-long experiential marketing campaign celebrating creativity, self-expression, and the launch of the brand's iconic Pride programming throughout New York City.

From luxury hospitality experiences to large-scale public activations, Highlife Productions transformed Manhattan into an immersive Jean Paul Gaultier experience. Our team managed production, fabrication, logistics, staffing, and experiential design across multiple venues and installations, creating a cohesive campaign that generated excitement throughout Pride Week.

The Challenge

Jean Paul Gaultier sought more than a traditional launch event. The brand envisioned an experiential campaign that would celebrate Pride while immersing guests in the unmistakable world of Jean Paul Gaultier across multiple locations, audiences, and event formats.

The campaign required flawless execution across public activations, VIP experiences, mobile marketing, hospitality, fabrication, staffing, and live entertainment—all within one of New York City's busiest weeks of the year.

Our Solution

Highlife Productions developed and executed a multi-day experiential campaign that combined luxury fashion, nightlife, street marketing, and immersive brand storytelling.

Highlights included:

• A custom-designed Jean Paul Gaultier fashion showroom showcasing the latest collections.

• A luxury gifting suite for media, influencers, celebrities, and VIP guests.

• Custom-fabricated Jean Paul Gaultier statues and branded installations throughout event spaces.

• A team of branded Jean Paul Gaultier Sailor Street Teams engaging guests throughout Manhattan.

• Production of a spectacular celebration at The Fleur Room.

• Design, fabrication, vinyl wrapping, and production of a custom double-decker party bus that toured Manhattan during Pride.

The Madonna Roving Disco

The centerpiece of the campaign was a fully transformed double-decker bus that became a moving nightclub through the streets of Manhattan.

Wrapped entirely in Jean Paul Gaultier branding, the bus featured a custom DJ booth, premium sound system, lighting, entertainment, and immersive décor, creating one of the most recognizable mobile activations of NYC Pride.

Designed as a roving disco inspired by Madonna and Jean Paul Gaultier's legendary relationship in fashion and pop culture, the activation generated excitement throughout the city while extending the campaign far beyond a single venue.

Rather than waiting for audiences to visit the brand, the brand came directly to the audience—creating thousands of organic impressions throughout Manhattan.

Results

The week-long campaign successfully blended luxury fashion, experiential marketing, entertainment, and public engagement into one unified brand experience.

By combining permanent installations with mobile activations, VIP hospitality, and street-level engagement, Jean Paul Gaultier maintained a visible presence throughout NYC Pride while delivering memorable experiences for media, influencers, industry leaders, and the public.

The campaign demonstrated Highlife Productions' ability to execute complex experiential marketing programs that span multiple venues, fabrication projects, logistics teams, and branded environments—all while maintaining the elevated standards expected by global luxury brands.