LOS ANGELES, CA – May 2025 — For the highly anticipated premiere of HBO’s The Last of Us Season 2, Freehold collaborated with HBO to transform Hollywood Boulevard into an immersive, post-apocalyptic world that set the stage for one of television’s biggest nights.
Freehold designed and executed a breathtaking arrival experience that shut down the iconic stretch of Hollywood Boulevard and the TCL Mann’s Theater, building a 120-foot scenic press wall that echoed the gritty texture and haunting landscapes of the series. Two immersive fan zones flanked the red carpet, drawing attendees directly into the world of the show with dramatic set pieces, dynamic lighting, and brand storytelling at scale.
Following the premiere, guests were welcomed to a bespoke after-party at the historic Hollywood Roosevelt Hotel—also designed and produced by Freehold—where thematic environments, custom scenic builds, and immersive hospitality further transported talent, press, and industry insiders deep into The Last of Us universe.
“The goal was to create something that felt big, cinematic, and emotionally in sync with the series—and to build an experience that fans and talent wouldn’t forget,” said Mike Mankin, Creative Director of Freehold. “We’re proud to have partnered with HBO to deliver a premiere worthy of the cultural force this show has become.”
From street to screen, Freehold’s work helped amplify HBO’s storytelling through unforgettable design, immersive environments, and production excellence—raising the bar for what a premiere can be.
About Freehold
Freehold is a creative studio specializing in experiential design, fabrication, and branded environments. With offices in Los Angeles, San Francisco and Charlotte, Freehold partners with global brands to bring bold ideas to life—transforming space, storytelling, and strategy into experiences that move people.
Contact:
Geoff@freeholdgrp.com www.freeholdgrp.com
