How do you get to put a corn maze in the middle of NYC?

 

Smirnoff wanted to debut their new Non-GMO corn vodka formulation. The result was an urban maze where guests immersed themselves in the brand world of Smirnoff. A modern take on a traditional corn maze – guests were guided through a twisting pathway boasting corn and photo-worthy           a-maize-ing moments. As guests made their way through the turns, they were led right into a 3-hour launch celebration for the new No. 21 liquid. Jonathan Van Ness welcomed guests to the Fun% with a signature toast, and engaged with media throughout the evening for interviews, photo-ops, meet & greets and more. The product story was told authentically through food & cocktail pairing stations, each one tailored and themed to highlight three aspects of the new liquid. Starting with the substantial monetary investment made by the brand into the new formulation, the always gluten-free Smirnoff recipe and of course, the shift to now all Non-GMO ingredients.