Every printed surface matters, especially when the goal is to host a Grammys week event that’s exclusive, immersive, and visually unforgettable. For AEG’s Grammys VIP Reception at the Cara Hotel in Los Angeles, CR&A Custom was brought in to design and fabricate an installation that lived directly within the architecture of the space, not just alongside it.
Large format printing and custom fabrication played a central role in translating the concept from renderings into a physical installation that held its presence at full scale.
The venue’s narrow courtyard pool, palm-lined walkways, and open-air geometry called for something sculptural. The result was a fully integrated poolside activation that blended branding, lighting, reflection, and material contrast into a single visual experience.
CR&A Handles It: From Site Survey to Fabrication
CR&A Custom managed this large format printing project from end to end. The work began with a detailed site survey at the Cara Hotel, followed by consultation, branding ideation, and rendered concepts for client approval. Every decision was informed by how guests would move through the space, where sightlines landed, and how reflections from water and glass would amplify the design.
Once approved, the project moved into custom fabrication. Because the installation interacted directly with the pool environment, material selection, and print finish durability were as critical as visual impact.
Printed Dimensional Arch as the Visual Anchor
Every printed element was produced by CR&A in-house, allowing tight control over metallic finishes, reflectivity, and durability in a poolside setting.
At the center of the activation stood an eight-foot-tall printed dimensional arch, fabricated from custom-built sign foam. Finished in metallic gold ink, the arch served as both a focal point and a framing device for the space beyond it.
The gold arch was placed by the pool to create layered reflections for guest photos. As attendees approached or photographed the printed arch from different angles, the arch captured the pool, palms, signage, and lighting in a way that made each image feel dynamic and dimensional.
The arch was a statement piece, but it was also functional. It established scale, anchored the brand presence, and visually connected the far end of the courtyard to the rest of the installation.
The CR&A team designed the records and the arch. The plexi logo layout was provided by another party, but CR&A engineered the stand.
AEG Dimensional Signage Emerging from Water
One of the most striking elements of the build was the primary AEG signage installation. Measuring 96 inches wide by 34.5 inches high, the sign featured dimensional AEG lettering with a precision cut-out logo.
Each letter was fabricated from half-inch painted sign foam and color-matched precisely to the gold finish of the arch. The installation technique was designed to make the letters appear as though they were emerging directly from the pool water. That illusion required careful placement, spacing, and mounting considerations to maintain clean sightlines while preserving safety and stability.
The result was subtle and bold at the same time. Guests immediately noticed it, but it never felt forced or overproduced.
Floating Vinyl Graphics Inspired by Gold Records
To extend the visual theme across the pool surface, CR&A Custom produced twelve custom floating signs, each eighteen inches in diameter. These elements introduced motion and rhythm into the space while reinforcing the Grammys connection.
Each floating graphic utilized gold metallic SAV with a custom graphic extraction of highlights. The design referenced classic gold records, an intentional nod to music history without leaning into literal branding clichés.
The record pattern was printed using Durst UV inks on quarter-inch black ultraboard. This substrate choice allowed for a high-shine gold finish while maintaining strong contrast against the water’s surface. As the discs floated, subtle movement and reflected light added depth and texture to the pool environment.
Disco Balls to Tie the Atmosphere Together
To complete the visual story, two large disco balls were suspended at opposite ends of the pool. Hung at approximately ten feet high, they introduced sparkle and movement without overpowering the space.
As daylight faded and ambient lighting took over, the disco balls reflected warm gold tones across the courtyard, tying together the arch, signage, floating graphics, and water reflections into a cohesive nighttime atmosphere.
Recycled Materials Help the Environment and the Client’s Budget
This activation also incorporated recycled materials from a previous CR&A project, including the dimensional arch. This arch had originally been built for a McDonald’s installation and was refinished in a more metallic gold to align with the Grammys aesthetic.
The floating record elements were produced by mounting metallic SAV onto boards that already carried a prior print. SAV is a sustainable, low-carbon board made from 100% upcycled packaging waste. Those boards were first used to test buoyancy and weight distribution to ensure the records would float evenly and remain stable, then reused for the final installation once performance was confirmed.
Reusing these materials helped keep the project within the client’s budget, avoiding the cost of fabricating a new arch for a one-night activation, while plexiglass elements were returned to CR&A Custom’s facility with the goal of recycling them for future use.
A Venue That Demands Thoughtful Design
The Cara Hotel’s architecture is intimate, refined, and visually rich. Designing within that environment required restraint as much as creativity. This activation highlights CR&A Custom’s large format print capabilities, where color accuracy, surface finish, and scale must work together in real-world environments.
Every element of the installation was scaled to the space. Nothing blocked circulation or competed with the architecture. Instead, the branding felt like a natural extension of the venue itself.
From digital print production through final installation, the project required close coordination across design, fabrication, and on-site execution. This is where CR&A Custom’s experience in experiential fabrication shows. The project was about placing the right elements in the right way.
Event Details
- Event Name: AEG’s Grammys VIP Reception
- Location: Cara Hotel, 1730 N Western Ave, Los Angeles, CA 90027
- Partner Brands: AEG, Grammys
A Study in Experiential Branding
Large format digital printing allowed CR&A Custom to maintain visual precision while producing elements that performed reliably in an outdoor hospitality environment.
This project is a strong example of how experiential design works best when branding, fabrication, and environment are treated as a single system. The materials were carefully chosen, the finishes were deliberate, and the installation techniques respected the guest experience.
For CR&A Custom, the AEG Grammys VIP Reception was about creating a moment that felt effortless, memorable, and visually cohesive from every angle. That is the difference between signage placed in a space and signage designed for a space.
