Hall des Lumières

Nestled in the heart of downtown Manhattan, Hall des Lumières (HdL) was known for its mesmerizing digital art experiences. However, recognizing a growing demand for premium private events, the venue began shifting from a public immersive art space to an exclusive destination for high-profile gatherings, including corporate events, brand activations, fashion shows, and luxury private functions.

To support this pivotal transition, HdL engaged The Pollack Group (TPG) as its agency of record to elevate its media presence, establish B2B credibility, and attract its new target audiences.

TPG implemented an integrated media strategy targeting event planners, luxury brands, and corporate decision-makers, securing high-impact coverage and reinforcing HdL’s new positioning. Leveraging celebrity appearances and influencer engagement—including Paris Hilton, NBA star Jared McCain, and Chef Michael Symon—TPG amplified the venue’s visibility and cultural relevance.

These efforts generated over 15 billion earned media impressions in under a year, with extensive coverage in top-tier outlets such as People Magazine, The Hollywood Reporter, Yahoo! Entertainment, ABC 7 New York, PIX 11, and New York Daily News and BizBash.

Beyond media relations, TPG redefined HdL’s digital presence, managing the venue’s social media platforms and digital marketing efforts to align with its elevated brand identity. TPG developed a content-driven strategy, capturing behind-the-scenes moments and immersive visuals from private events. This approach ensured that HdL’s social channels reflected the venue’s dynamic and visually striking appeal, further reinforcing its status as a premier event space.

The Pollack Group successfully repositioned Hall des Lumières as New York City’s go-to venue for exclusive, high-profile events through a strategic blend of PR, influencer engagement, and digital storytelling.