In 2018, Maxim Magazine announced it's partnership with Lagardere to produce their tent pole events and explore new business opportunities. First, we named the venture Maxim Experiences and launched the brand with a new website.
Our first event was the Maxim Hot 100 Experience in July 2018. With Kate Upton confirmed as the host, we used her cover shoot in Israel for the Hot 100 issue as inspiration for the event design. The theme was called the Golden Desert and the hero visuals were curvacious dunes of golden glitter.