Designsensory Wins National Silver ADDY for Regal’s Wicked OOH Installation

We’re proud to share that Designsensory has been honored with a National Silver American Advertising Award (ADDY) for our work on a one-of-a-kind out-of-home (OOH) installation promoting Wicked for Regal Cinemas.

This immersive experience brought the magic of Oz to life in a Regal lobby in New York City, where influencers were greeted by a massive screen and a mysterious, booming voice from “behind the curtain.” Just like the Wizard himself, our live performer (our very own Brad Carpenter) interacted with guests in real time, welcoming, joking, and surprising audiences with personalized banter. The result? A theatrical, larger-than-life experience that blurred the lines between marketing and movie magic.

The activation transformed a simple lobby into a moment of wonder and connection, perfectly aligned with the spirit of Wicked, and drew crowds that lingered, laughed, and shared.

Our thanks to the Regal team, who helped make the vision real through creative, technical, and logistical wizardry to the table. This award is a recognition of what’s possible when experience design meets showmanship.

More to come—this is only the beginning.