Sundance 2025: Park City, Events, Adobe

The Sundance Film Festival in Park City, Utah, is always a thrill. The entire town is buzzing with excitement for the films, networking events and after-parties. It draws international attention and makes it a bucket-list festival for filmmakers, brands and movie lovers. And it’s not just about the films – it’s about the socializing and event activations on Main Street. With its picturesque mountain town feel and beautiful snow-covered landscapes in January, the stunning scenery creates a special vibe, almost magical backdrop for the festival, as brand partners transform store fronts on Main Street, with immersive event design and product activations. For Sundance 2025, it was exciting to see all the preparation, weeks ahead of the festival – as the community, venues, production companies, event and film crews worked to transform the town. One of the highlights being the event experience design at the Adobe House with their multi-level, immersive experience. Beginning at the ground level where hand-selected directors were given an Adobe co-branded jacket – collaboration with North Face.  On the second floor, a community art project incorporating Adobe Firefly, the brand’s generative AI model for editing. And last but not least, on the third level, attendees were able to listen to panel discussions, network and customize their own beanie, with an added bonus of a balcony view of Main Street.

What’s your favorite part about the Sundance experience, if you’ve been or watched it from afar?