NEW YORK, June 14, 2023--(BUSINESS WIRE)--Urban Umbrella, the New York City-based urban design firm renowned for its sleek white sidewalk scaffolding, has made a remarkable impression at the 22nd Annual Tribeca Festival with its captivating Event Activation canopy. Selected by Overland Entertainment to provide the centerpiece canopy for the prestigious red-carpeted entranceway at the Festival’s premier Tribeca venue, Urban Umbrella's Event Activation Canopy showcases the company’s expertise in creative non-construction-related applications.
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Urban Umbrella at opening night of the 22nd Annual Tribeca Festival in New York City (Photo: Business Wire)
The custom-designed canopy features sprawling white arches, an impressive twenty-foot opening that gracefully extends over the entranceway red carpet, ornamental lighting, and a meticulously crafted, classically-inspired illuminated cinema marquee. This exquisite addition lends a touch of timeless elegance to the Tribeca Festival experience.
Expressing their excitement about the collaboration, Leane Romeo, President of Overland Entertainment and Michael Scarna, Executive Producer of the Festival at Overland Entertainment, shared Overland’s vision, stating, "We wanted to give the Tribeca Festival's gala venue, at BMCC's Tribeca Performing Arts Center, a marquee fit for a world class film festival. Walking under a tall, wide-span scaffold is a thing New Yorkers appreciate." Scarna added, "By adding dozens of light bulbs, [Urban Umbrella was] able to make this temporary structure feel like it was a permanent movie theatre entrance."
Founder and CEO of Urban Umbrella, Benjamin Krall, expressed his enthusiasm for the partnership and commended Overland Entertainment’s visionary approach to the project. "Overland Entertainment has consistently led the way in the corporate and special event industry," Krall announced. "We are thrilled that they recognized the potential of our canopy to revolutionize the festival's entrance. This collaboration marks another milestone in our efforts to expand our product offerings into the exciting realm of events. Together with Overland Entertainment, we aim to set new standards and transform temporary event structures."
This venture into event activations is not Urban Umbrella’s first. Last summer, the company made a captivating debut with its Event Activation canopy at the National Building Museum in Washington, D.C., providing an enchanting backdrop for The Playhouse, an interactive and immersive exhibition. The Event Activation canopy has also made notable appearances at last year’s Design Miami/ 2022 in Miami Beach and Bank of America’s annual Bryant Park Winter Village in New York City. Additionally, Urban Umbrella has played an integral role in multiple seasons of New York Fashion Week and has provided its distinguished canopy services to luxury retailers in Manhattan, Boston, and Chicago.
Benjamin Krall emphasized that the expansion into non-construction offerings has been a strategic move for the company. "Over the past year, we have focused on leveraging our unique proprietary product and design capabilities to engage new audiences beyond the construction industry," Krall explained. "Recognizing a market gap for a temporary, structurally engineered event canopy that seamlessly integrates branding and marquee features, we take pride in being industry pioneers. Our innovative canopy is the only product specifically engineered to cater to the diverse needs of the arts, entertainment, fashion, and retail sectors."
The Urban Umbrella Event Activation at the Tribeca Festival is located at the West Street entrance to the Festival’s BMCC venue, OKX Theatre, addressed at 199 Chambers Street. The Festival runs until June 18th in person; a small portion of the featured films will be available for home viewing between June 19th and July 2nd.
Urban Umbrella is the designer, patent holder, and fabricator of the only alternative to traditional sidewalk scaffolding approved by the New York City Department of Buildings. In 2009, the company beat out over 260 contestants to win an international city-organized design competition aimed at creating a safer, more attractive, pedestrian-conscious alternative to traditional sidewalk scaffolding. In addition to sidewalk scaffolding and overhead protection, the company also provides canopies and event staging systems, custom façade netting, and construction fencing. Urban Umbrella is live in five cities at present, including recent launches in Dallas-Ft. Worth and Montréal. Additional information about Urban Umbrella is available at https://www.urbanumbrella.com/.
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BENJAMIN MALTZ, URBAN UMBRELLA
PHONE: +1 (917) 755.2114