Superfly makes moves in experiential space

New York production company Superfly has delved further into the immersive experience side of live entertainment, following the buy-out of its stake in Bonnaroo by Live Nation.

Superfly, the company that co-founded Tennessee-based Bonnaroo in 2002, last week announced the launch of The Seinfeld Experience, a year-long, immersive activation based on hit TV show Seinfeld.

“We’re thrilled to bring The Seinfeld Experience to life in an innovative way, combining nostalgia with immersive entertainment,” says Superfly co-founder Jonathan Mayers.

The production company also recently acquired a majority stake in sensory experience specialist Listen. Founded in 2012, Listen has collaborated with artists including Childish Gambino and Brian Eno, as well as carrying out experiential marketing for brands such as Microsoft, Paypal and Virgin.

“We’re thrilled to bring the Seinfeld Experience to life in an innovative way, combining nostalgia with immersive entertainment”

Superfly has created activations for San Francisco comedy festival Clusterfest, which it co-produces with television channel Comedy Central, since its inauguration in 2017. Installations include replications of sets from TV programmes The Office, Atlanta and It’s Always Sunny in Philadelphia.

Superfly’s festival portfolio includes Bonnaroo, which it produced for a final time this year in a sell-out edition, and San Francisco’s Outside Lands. The company was the original production partner of Woodstock 50, pulling out after the festival lost its financial backing.

The Seinfeld Experience will open in autumn. Tickets will go on sale in the coming months.

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