OVERVIEW
For Hulu’s presence at Essence Festival, Hudson & Nine led the experiential design and production of The Rink @ The Hulu Motel, a three-day immersive roller-skating activation conceived and developed by multicultural marketing agency Pop’N Creative. The experience extended Hulu’s broader “Check Into Your Obsessions” campaign into a culturally resonant live environment centered around roller-skating culture and immersive entertainment.
Hudson & Nine designed and produced the physical experience, translating Hulu’s entertainment properties into a vibrant, fully branded environment built to encourage discovery, participation, and social engagement. From the environmental design and guest journey to the graphics, scenic architecture, fabrication, content integration, and custom audio/visual design, every element was developed to create a cohesive experience across the entire footprint.
The Hulu Motel concept came to life through interactive worlds inspired by Hulu programming. Guests “checked into their obsessions” at a branded concierge desk, jumped into a motel “pool” ball pit, posed for an Abbott Elementary “Picture Day” experience, and participated in a Woke-inspired graffiti installation. Custom three-sided structures gave each activation its own distinct footprint while creating a natural flow through the space, with integrated content walls, screens, and retro lighting showcasing Hulu programming throughout. At the center, a custom-branded roller rink served as both the anchor attraction and a live entertainment platform, hosting professional skaters, dancers, celebrity guests, and influencers throughout the weekend.
More than 1,000 guests took to the rink over the three-day activation, alongside more than 42 VIP guests, celebrities, influencers, and Disney executives. The experience generated a reported 8.1 million in social reach and was recognized by BizBash as a standout activation of Essence Festival.
