Jeep x Centigrade: Film Independent Spirit Awards


March 2018


Santa Monica Pier, Santa Monica, CA




Construct a large outdoor structure with an angled roof, interior framing, flooring and additional aesthetics for display of a 2018 Jeep Wrangler.

(877) 637-8733

Event Description

The Film Independent Spirit Awards has made a name for itself as the awards event for the independent film community. The 33rd Film Independent Spirit Awards celebrated spirited pioneers who bring a unique vision to filmmaking during its annual awards event in March of 2018. The event takes place in Santa Monica each year at a beautiful beachfront location.

With Jeep returning as a Premier Sponsor for 2018, their international marketing agency partnered with Fuller Street for the second year in a row to develop a promotional activation celebrating the 2018 Jeep Wrangler. Before and after taking to the blue carpet of the Spirit Awards, some of Hollywood’s most talented actors, actresses, writers, producers, and directors were able to enjoy drinks and hors-d'oeuvres while appreciating the accommodations of our Jeep Urban loft booth which exemplified the adventurous spirit and rugged style of the Jeep Wrangler.

Structurally speaking both year’s designs were the same, Fuller Street built a large truss structure with an angled roof, which included interior support and structure using framing and a Set Flat System. We built a 30'W x 30'D x 4"H sub-floor, including a 25'W x 4'D matte black ADA ramp. We then added a 30'x 30' wood rolled vinyl flooring laid over the sub-floor and we attached wood beams to add to the aesthetic of the booth. At our client's request, however, this year we featured design and direction changes that included adding a custom cladding of wood placed over the interior walls. The paint facade finishes were also different, the previous year we used white lap paint to achieve the look of a beach house. This year the goal was the appearance of a rustic urban loft, which we feel we achieved by using a raw, stain wood finish, which accompanied the rugged wilderness character of the Jeep Wrangler.

In terms of lighting, we used six ETC Source 4 Ellipsoidals to spotlight certain elements. Lastly, for the second year in a row, the authentic timber framed property featured a 10'H x 30'W 3mm LED Wall, portraying a background window to the world. With all new fresh imaging, we were able to take guests around the world from London to California, any destination the Jeep Wrangler might be found in.

Working alongside Centigrade to accomplish their vision, Fuller Street built the Urban Loft from the ground up in just a matter of a few days right on the beach in Santa Monica. Since this event was outdoors, everything was temporary, nothing was permanent, and the results stunning. We are excited to see what next year brings.


  • Built a large truss structure with an angled roof.
  • Added interior support and structure using framing and a set flat system.
  • Created an urban loft look with a custom cut and painted facade.
  • Added sub-floor with wood rolled vinyl flooring.
  • Implemented an ADA access ramp.
  • Implemented conventional and LED lighting elements.
  • Installed a 10'H x 30'W 3mm LED Wall