CITIBANK
Taste of the nation 2026
the challenge
Citi entered Taste of the Nation as a returning headlining partner with strong equity and a meaningful role to play. The opportunity was to build on that foundation and create an experience that felt more connected, more intentional, and more reflective of what the brand stands for.
In a night filled with standout culinary moments and a powerful cause, the goal was to create a presence that felt distinct without competing for attention. Something guests would naturally move toward, not just pass by.
At the same time, the experience needed to deepen the value of being a Citi cardmember. Not just through access, but through a series of moments that made that access feel earned, considered, and worth remembering.
the SOLUTION
SoHo designed a journey that unfolded across the entire event.
From the moment guests arrived, access became the first signal. A dedicated entry, a credential, a sense that the experience would be different from the start. From there, each touchpoint added something new.
A celebratory champagne moment that invited participation. A chef’s corner that created real connection. Unexpected, exclusive bites that rewarded curiosity. Every element was designed to build on the last, turning the night into something guests could move through, not just attend.
Nothing felt separate. Everything worked together to create a system where the brand showed up through experience, not interruption.
By the end of the night, Citi wasn’t just present. It was felt in the moments guests chose to stay in, talk about, and carry with them after the event.
