PSL's 21st Birthday

In celebration of PSL’s 21st birthday, Sound Investment worked with Starbucks team to help transform their world’s largest location on Michigan Avenue into a fully immersive and vibrant event space. Spanning over 35,000 square feet across multiple floors, our team worked to ensure every detail of Pumpkin Spice Latte’s celebration was brought to life with cutting-edge audio, video, and lighting.

We crafted an unforgettable atmosphere that perfectly reflected the festive and iconic nature of PSL’s 21st birthday. The event was designed to engage attendees at every turn, utilizing dynamic lighting and sound to create a seamless experience across all levels of the venue. Our advanced audio setup ensured crisp, high-quality sound for the main attraction: a live music performance featuring an impressive lineup including Cee-Lo Green, Twista, EPMD, Raekwon, Freeway, Slum Village, and DJWS. Each artist delivered powerful performances, amplified by our carefully tuned sound systems, while the lighting design accentuated the energy and excitement of the event.

This immersive experience extended beyond just the music. We used visual displays to further enhance the atmosphere, with video projections and lighting effects that echoed PSL’s autumnal vibe. The entire venue, from the main stage to the café floors, was aglow with a warm and festive ambiance, celebrating PSL in a way that truly resonated with fans.

As one of the earliest dates Starbucks has ever launched their PSL and other fall favorites, this event was an important milestone for the brand. Through our expertise in AV technologies and live event production, we helped make PSL’s 21st birthday a celebration to remember.