A benefits fair with a different feeling
For Spotify’s Open Enrollment 2025, we brought creative direction and event production to a benefits gathering with Aetna at Spotify’s headquarters at 4 World Trade Center in New York. A benefits fair is usually a row of tables and a stack of brochures. The brief was to help employees explore their benefits through an experience they could take part in.
The idea was a wellness carnival: hands-on activities, food, and unexpected details that gave people reasons to stop, talk, and try something together.
What we created
A blind-box vending machine turned giveaways into a moment of discovery. A guided clay station invited people to make something with their hands. Music trivia and a spin-to-win game brought a playful rhythm to the room.
For Aetna’s station, we created an interactive rhythm game called Zen Rhythm. Guests could try the game, compare scores, and spend time at the booth. A hand-drawn photo booth offered another kind of keepsake: quick illustrated portraits on branded strips.
Food and the details around it
The food included baked donuts in two flavors, fig and olive oil or pear and ginger, made with pastry chef Makoto Yorihiro, formerly of three-Michelin-star Le Bernardin and now at Atera. Signage, activity stations, and giveaways connected the room visually through Spotify’s green and Aetna’s purple.
Those choices gave the day a shared visual language while leaving space for different kinds of participation.
Our role
Curation Events handled the creative concept, spatial design, vendor coordination, and on-site production. Over four hours, we coordinated ten vendors and an on-site team of around twenty for roughly 400 guests, bringing physical installations and digital activities into the same event.
What we take into the next event
Corporate gatherings can make room for curiosity and conversation. Here, giving guests several ways to participate—making something, playing a game, trying food—helped turn a practical occasion into a shared experience.
That approach carries into our corporate wellness events, corporate event planning, and jazz nights for teams: start with the reason people are coming together, then give them something worth being there for.
- Concept & creative direction
- Benny Conn
- Production & coordination
- Camille Castron
- Pastry
- Makoto Yorihiro