Provide an all-encompassing platform to promote the diversity, culinary richness, and uniqueness of the City of Houston during Super Bowl LI.
Innovative Group conceptualized and created an experiential activation that brought the diverse local restaurant scene and massive art exhibit into a one-of-a-kind production. MAXimus (MAX for short), the most advanced, interactive, mobile cooking display kitchen in the world was programmed to provide restaurant showcases for 10 days leading up to the big game. Hundreds of thousands of attendees enjoyed the 92-foot mobile kitchen, and dined on many different Houston-themed dishes as local chefs presented their flare. MAX was hard to miss with art created by famed Houston artist, Gonzo acting as the backdrop.