Freshold Collective

The moment beforeyou walk in.

An experience agency.
Houses, evenings & brand activations.

Production, talent, brand, hospitality and media, in any combination, for a festival run or for one night in one room.

Begin the evening
FRESHOLD COLLECTIVE
01 / The first detail

Hospitality at the heart
of the evening.

One evening.
Every detail.

From the first pour to the room around it. A considered beginning.

01 / The first detailSee the evening take shape
02 / The first pour

Then the evening
takes shape.

Partner with us
The room is ready

We choose who is in it.

Explore brand activations
An experience agencyExplore
An experience agency

We are an experience agency. Production, talent, brand, hospitality and media, in any combination, for a festival run or for one night in one room. A property held for ten days or a launch dinner in a bar you already love, built with you so it reads as an experience rather than a sponsorship.

The Houses Activations
First house · Sundance · Boulder, Colorado January 21 to 31, 2027 In planning

Opening sequence and gallery: concept imagery and visual studies of future experiences.

What we do

Three things, done slowly, in good light.

A woman setting candles beside rows of chairs in a sunlit lodge room with mountain windows.
01 · Creation

We build the thing itself.

A property held for a whole festival run, or a single room for a single evening. Format, staging, sound and the order people arrive in, designed from the first door to the last.

Hands pressing a brass wax seal onto a cream envelope at a bright wooden desk.
02 · Curation

We choose who is in it.

Invitation is the mechanism, not the marketing. A list of forty and a list of four hundred are built the same way, for the chemistry of the room rather than the size of it.

Three friends in winter coats talking with warm drinks outside a stone chalet doorway at dusk.
03 · Fostering

We keep it going after.

Relationships here grow organically or not at all. The people who meet at one evening are the reason the next one works, and we stay in the middle of that, deliberately.

Capabilities

Six capabilities. Take all of them or one.

Everything we do is assembled from these six. You choose how many you need, and nothing you already have in house gets duplicated.

01

Production

Venues, build, operations and the flow of a night.

02

Talent

Artists, speakers and programming, matched to the room.

03

Brand

Creative direction, concept and identity for the experience.

04

Hospitality

Guest experience, arrival, access and the feeling of being looked after.

05

Media

Photo, film, archive and content that outlives the evening.

06

Curation

Guest lists, invitations and the chemistry of the room.

Hands at a small mixing desk in a candlelit room, a sound engineer in profile
Door one

The Houses

Once a season we take one property for the length of a festival and build many evenings inside it, with a small circle of partners who stay for the whole run.

Guests arriving on foot at a lit mountain house in falling snow
See the house model
Door two

Activations

Any brand, any size. One room, one evening, one idea, built together with you in a bar or an event space so the result reads as an organic experience.

A pop up bar inside a bookshop with two women pouring behind the counter
See the formats
The flagship format

One property. Many rooms.

The model is simple. We take one house at a festival, hold it for the run, and build several activations inside it. Each activation is designed with one partner, for one room, one evening, or a longer stretch of the run, and is never repeated.

01

The Property

A house at the festival, taken for the full window and reshaped for us. The setting does the first hour of the talking.

02

The Possibilities

Each partner takes a room, a whole evening, or a stretch of the run. A long table, a late room, a commission made for one night. The activation is built together and belongs to that partner alone.

03

The Run

The house stays open across the festival, so one partnership is present for many evenings rather than one.

04

The After

When the house closes the relationships stay open. What begins at one festival carries quietly into the next.

Upcoming

Everything, with its status stated plainly.

We are at the beginning. There are no past events to point to, and we will not pretend otherwise. Nothing here is announced before it is real, and where a date is missing, it is missing on purpose.

  1. 01 The First House Sundance · Boulder, Colorado January 21 to 31, 2027 In planning
  2. 02 The Second House Cannes · France May 11 to 22, 2027 In planning
  3. 03 The Third House Venice · Italy August 25 to 29, 2027 In planning
Freshold Collective / Brand activations

Your brand.
Its own room.

Build with us
The room is ready

A room worth being in.

Partner with us
Brand activationsExplore
Built around an idea

From a single launch to a club-scale takeover, we shape the setting, the programme and the way your brand belongs in the room.

One idea runs through it all: the first thing a guest sees, the space they gather in, and what they remember afterwards. We build it together with you.

Concept venue and visual studies. Generic display areas illustrate possible brand placements; no client, sponsor or completed event is depicted.

01 / The venue

First, make the room.

A bar or event space held for one night and rebuilt. Everything a guest touches belongs to the idea, from the door to the last table.

See the venue take shape
01

The stage

A focal point for the programme.

02

The bar

Hospitality at the heart of the evening.

03

The lounge

Space for a conversation to continue.

04

The showcase

A place for the brand to be experienced.

An unoccupied club concept with an illuminated stage, bar and brand showcases
Concept venue / Sound, light and atmosphere
02 / The atmosphere

Give the night its pace.

Sound, light and pace are set for the hour it actually happens in. Artists, speakers and programming are matched to the room.

See the lights come on
03 / The brand

Present, without overpowering.

A product discovery, a commission, a hosted conversation. We give the brand a place in the experience, with display areas shaped to its story and the way guests move through the room.

01 / Discovery

Make a first impression.

Let guests encounter the product in a considered setting, with room to look closer.

02 / Interaction

Give people a reason to stay.

Build a natural point of conversation around a demonstration, installation or hosted moment.

03 / Connection

Carry the idea through.

Connect the showcase to the lighting, hospitality and rhythm of the wider evening.

Explore the showcase areas

The concept uses generic, configurable brand displays. No partnerships are implied.

04 / The complete evening

Everything is ready. Now it belongs to the guests.

Guest experience, arrival, access and the feeling of being looked after. The setting gives people a reason to enter; the chemistry of the room gives them a reason to stay.

See the completed room
Activations

One room, one evening, one idea. Built to fit.

Activations in bars and event spaces, built together with the brand so the result reads as an organic experience, not a sponsorship. Any size, any night.

Explore the brand showcases

01

Launch dinner

A seated evening built around one reason to gather. Menu, room and guest list are shaped together, so the brand is the host rather than the logo on the wall.

ProductionBrandHospitality
02

Late room

A second room that opens when the first one closes. Sound, light and pace are set for the hour it actually happens in, and the list stays short on purpose.

ProductionTalentHospitality
03

Takeover

A bar or event space held for one night and rebuilt. Everything a guest touches belongs to the idea, from the door to the last table.

ProductionBrandHospitality
04

Talk or screening

A conversation or a first look, with the right people in the seats. We program the voices, hold the room, and keep the recording worth using afterwards.

TalentBrandMedia
05

Roving activation

One idea, several stops, across an evening or a week. Mobile by design, so a smaller brand can be in more than one room without building more than one room.

ProductionBrandMedia
06

Guest access and hospitality only

You have the venue and the night already. We take arrival, list and the way the room feels from the moment the door opens.

Hospitality

How we work with you

01

Full

All six capabilities on one property for a festival run. This is the House model, and it is the largest thing we do.

02

Selective

Two or three capabilities for a single activation, launch, dinner or takeover. You bring what you already have and we build the rest around it.

03

Solo

One capability only. Hospitality and guest access at your own event, for example, or the film and photography of a night you are already running.

Six capabilities, in any combination

Production · Talent · Brand · Hospitality · Media · Curation

Explore our capabilities
Spotlight 01 will be written after the first house

One evening, described afterwards.

A long banquet table set with white flowers and candles running down a sunlit timber hall toward tall windows.

A spotlight is where we will say what an event actually was. Who was in the room, what was built for it, and what we would change. It stays empty until there is a real evening to describe, and the first one will be written after Sundance.

Event · The First House City · Boulder Status · In planning
The team

Four cofounders. Twenty years of experience.

Freshold is new. Between us we carry twenty years of event production across the US and Europe, and we have created multiple events at Sundance, TIFF, SXSW and Cannes under our own names and with other houses.

  1. Sam Spadino, cofounder

    Sam Spadino

    Cofounder · Founder, Party Science

    Live events, activations and experiences for film and founders, from TIFF to Sundance.

  2. Colton Keluche, cofounder

    Colton Keluche

    Cofounder · Founder, Valen

    Founder of Valen. Multiple brand activations across bars and event spaces, built together with the brand so they land as organic experiences rather than sponsorship.

  3. Maximilian Acevedo, cofounder

    Maximilian Acevedo

    Cofounder · Actor

    Actor. Love, Death and Robots (Netflix, 2025), The Babysitter: Killer Queen (Netflix, 2020) and Welcome to Chippendales (Hulu, 2022). Producer of the stage production Speed the Plow.

  4. Manolo Preza, cofounder

    Manolo Preza

    Cofounder

    Producer of invitation only events on the festival circuit, most recently a château takeover at Cannes 2026.

Selected rooms, so far

  • Château takeover · Cannes Film Festival 2026 · 350 million total reach
  • RecDek Lodge · Sundance 2026 · a week with 20 filmmakers and founders, 400 plus guests
  • Film in Conversation · TIFF 2025 · with Cary Elwes and Cassian Elwes
  • Party God Podcast · Margaret Cho live · Sundance 2026
  • Elle Women of Impact · WHCD 2023 · with Jill Biden
  • Premieres · Meet Me In The Bathroom, Anvil!, Squaring the Circle · 2022 to 2024
Partners

A few partners, kept for years.

We are starting out, and we are choosing our first partners now. We would rather grow with a small circle for a long time than sell a sponsorship to whoever asks first.

01

Long term by design.

A partnership here is not bought for one night. It is built to run across seasons and houses as the circuit grows.

02

Exclusive by default.

Every activation is designed for one brand and built into the fabric of its room. That exclusivity belongs to the activation, not to the category forever, so the door stays open to the brand that comes next.

03

Organic by conviction.

Banners and logos are welcome, built into the fabric of the room with intention. A brand belongs in the room the way a good guest does.

One partnership opens more than one door. Depending on its shape, it carries a partner across multiple events, beginning with the first house at Sundance.

Access

Ask to be let in.

We build through partnership. Tell us who you are and what you want to build with us, and we will take it from there in conversation.

Smaller activations are welcome. Tell us the room, the date, and the idea.

The first conversations are about the first house at Sundance in Boulder, January 21 to 31, 2027.

Friends talking outside a lit chalet doorway in the snow at dusk.

Let's be in touch.

Write us a mail office@fresholdcollective.com