Project location: Los Angeles, CA · Project context: 2018 · Prepared by POPUP from the project archive in October 2026.
SEEDO's product activation at Interscope's BET Awards pre-party gave home-growing technology an unexpected introduction. Illuminated displays and a branded guest setting made the product visible within the larger event.
How can a technology product become part of a cultural gathering?
A new product can be introduced through the setting in which people discover it. Here, the music event created a context for guests to encounter SEEDO beyond a conventional technology demonstration.
Make the product a visible part of the party. Pair illuminated displays and SEEDO branding with a place for guests to gather, look closely and take photographs.
Make the product the focal point
An illuminated unit placed the product within the party environment. SEEDO’s branding and display treatment gave guests a recognizable point of discovery inside a larger event.
Create a natural photo moment
The product and neon SEEDO identity formed the backdrop for guest photographs. The interaction stayed connected to the physical product, giving the brand a visible role in the evening.
Fit the activation into a larger event
The branded environment sat within Interscope’s existing party. Coordination with the event’s stakeholders connected SEEDO’s presentation to the setting while keeping the product activation distinct from the wider production.
The planning lesson
A cultural integration still needs a clear product focal point. Decide what visitors can see and approach, then coordinate that footprint with the host. Keep the brand activation's scope distinct from the wider party and any later ambassador relationships.
Who delivered the experience
SEEDO engaged POPUP for its integration within Interscope’s event, spanning partnership coordination, product presentation, activation production and on-site coordination.
Commissioned by SEEDO for its activation within Interscope’s event. The wider party and the later Swae Lee ambassador partnership are separate from this scope.
What the experience made possible
SEEDO gained a physical presence at Interscope’s BET Awards gathering through its own guest-facing activation.
Project questions
Where did the experience take place?
SEEDO: Los Angeles, CA.
What was the delivery scope?
Brand integration; Partnership coordination; Activation production; Product presentation; On-site coordination.
Explore related work
Further reading
For the wider event and campaign context:
