To introduce Shake Shack’s 2026 Smoky BBQ and Summer Shakes menu, Let’s Party New York partnered with Ivory Collective Events to design and fabricate a complete outdoor brand environment at Shake Shack’s original Madison Square Park location in New York City.

Presented ahead of the nationwide menu launch, the activation welcomed media, influencers, and invited guests into a summer cookout-inspired experience created to showcase Shake Shack’s new BBQ offerings, seasonal shakes, and specialty beverages. Every physical element was developed to feel immediately recognizable as Shake Shack while giving the Smoky BBQ campaign its own distinct visual identity.

The centerpiece of the activation was a custom-built branded service and beverage bar fabricated in-house and finished in Shake Shack’s signature green. The structure featured vertical architectural paneling, a scalloped canopy, integrated dimensional Shake Shack signage, and prominent Smoky BBQ Drink Bar graphics. The interior counter and shelving were planned to support efficient beverage service while maintaining a clean, polished appearance from every guest-facing angle.

The surrounding environment expanded the campaign beyond the central bar. Our production scope included a coordinated gifting station with custom shelving for product displays and branded tote bags, picnic tables, color-integrated umbrellas, a custom cornhole game, dimensional logo elements, and printed brand touchpoints. Custom tray liners, cocktail napkins, and gifting materials carried the visual identity through the complete guest experience.

Designed for an active outdoor setting, the project required careful consideration of structural stability, park access, transportation, rapid installation, and brand consistency across multiple fabricated components. Each piece was produced with durable finishes and prepared for an efficient on-site load-in at Madison Square Park.

From fabrication and dimensional branding to installation and final detailing, the activation transformed the park into a cohesive, highly visible, and camera-ready Shake Shack experience. The finished environment supported product discovery, social engagement, sampling, gifting, seating, and play while maintaining a unified visual narrative across the entire launch.