San Diego Hard Rock Hotel Takeover

For San Diego Comic-Con 2024, Nickelodeon and Paramount+ partnered to takeover the entirety of the Hard Rock Hotel in celebration of SpongeBob’s 25th anniversary. Aiming to be a cornerstone activation for fans at the convention, the goal was to takeover key placements to keep SpongeBob on Paramount+ top-of-mind throughout the weekend while also speaking to the unique audience SDCC brings.

The exterior of the Hard Rock hotel featured bespoke SpongeBob memes that super fans would recognize from iconic moments in the show. The interior then shifted into an interactive art gallery featuring 25 different artists in celebration of 25 years of spongebob, including a massive SpongeBob entrance. The lobby restaurant — Mary Jane's — transformed as well to include more memes with spongey positivity in the form of custom placemats, updated menus, table cards, and window clings.

My role included concepting initial overall directions for the takeover along with designing and managing the exterior of the Hard Rock. I also supported the inside concepts along with designing auxiliary pieces for Mary Jane's such as the placement.

Disciplines Covered

Brand Identity // Large Format Printing

// Environmental Design // Vendor Management

Credits

Design Director, Nickelodeon // Jane Trieu

Associate Art Director, Nickelodeon // John Kutlu

Designers // Madeline Persson, Tiffany DeJesus