Before UPDATE officially opened its Focus Lab to the public, the wellness brand welcomed creators, celebrities and industry guests for an opening night celebration that blurred the lines between product launch and interactive experience.
Held in celebration of UPDATE’s newest campaign featuring co-founder Kim Kardashian, the event offered attendees an early look inside the Focus Lab, an immersive space designed around the themes of energy, focus and performance. Rather than a traditional launch party, guests were invited to engage with the brand through a series of hands-on activations that transformed the venue into a futuristic workplace inspired by the campaign.
Among those in attendance were influencers and reality TV personalities Jana Craig, Serena Page, Harry Jowsey, Dom Gabriel, Chloe Veitch, Colt Paulsen, Tana Mongeau, Camilla Araujo and many more, who spent the evening exploring the installations while documenting the experience across social media.
Camilla Araujo stepped inside a life-sized recreation of UPDATE’s campaign display
Photo credit: UPDATE
One of the night’s most popular photo opportunities recreated the glass display case featured in UPDATE’s promotional campaign. Guests stepped inside the transparent enclosure to capture their own campaign-inspired photos, while another activation turned attendees into honorary members of the company. After posing in a photo booth, each guest received a personalized UPDATE employee badge printed with their portrait—a playful keepsake that tied into the evening’s workplace inspired concept.
The experiential theme continued at the bar, where UPDATE’s beverages were incorporated into a menu of custom cocktails and spirit-free mocktails. Instead of simply sampling the drinks on their own, guests were able to experience them in a more social setting while mingling throughout the venue. Servers circulated with an assortment of hors d’oeuvres as attendees moved between activations, conversations and photo moments.
Guests entered UPDATE’s Focus Lab through a minimalist installation that introduced the brand’s immersive experience
Photo credit: UPDATE
Unlike many traditional energy drinks that rely on caffeine, UPDATE is built around paraxanthine, a compound the body naturally produces when metabolizing caffeine. The brand positions the ingredient as a way to deliver steady energy and mental focus without the jitters or crashes commonly associated with caffeinated beverages. Its drinks are also formulated with zero sugar, zero calories, and no artificial flavors or colors, reflecting the company’s emphasis on cognitive wellness and performance rather than a conventional energy boost.
