YouTube has created sponsorships for the Sundance Film Festival since 2009, but this year marked the first time that the Google-owned company had a major activation on festival grounds. From January 16 to 25, YouTube's two-story pop-up space on Main Street had full days of programming that included everything from yoga classes to panel discussions, film screenings, and parties for filmmakers. Inspired by the Park City, Utah, atmosphere and YouTube's anyone-can-be-a-filmmaker culture, the activation was managed by Google staffers Amanda Matuk, Zachary Papale, and Alandha Scott in conjunction with agency Say OK. It was meant to feel like a rustic artist's loft in the mountains. Here's a look inside YouTube's first Sundance activation.
Planners envisioned a space that had the feel of an artist's mountain loft and gave the activation a rustic, residential look.
Photo: Courtesy of YouTube
The two-story pop-up was at 596 Main Street, in the space that typically houses interior design store Root'd.
Photo: Mat Hayward/Getty Images for YouTube
During the open houses, festival attendees could come into the pop-up and experiment with new Google technology, including the Nexus tablet.
Photo: Courtesy of YouTube
On the first floor, a video wall showcased YouTube footage of Sundance Film Festival panels; there were also clips from YouTube users who had created short videos.
Photo: Neilson Barnard/Getty Images for YouTube
The fireplace was already a part of the space, but planners spruced it up with piles of logs and the YouTube logo.
Photo: Neilson Barnard/Getty Images for YouTube
A vignette just inside the entrance had YouTube logos and other paraphernalia that channeled the planning team's vision of an artist's mountain lodge.
Photo: Neilson Barnard/Getty Images for YouTube
