BILT x SOULCYCLE
Creative Direction Deck
An elevated outdoor cycling experience on the rooftop of Bilt HQ — where fitness meets community meets the Manhattan skyline.
Location
Bilt HQ Rooftop
Address
837 Washington St
Neighborhood
Meatpacking
View
Hudson River
01 — Concept

Ride Above
The City

BILT x SoulCycle: Rooftop Ride is an exclusive outdoor cycling experience on the rooftop terrace of Bilt's Meatpacking headquarters. Two sessions — a sunrise ride as the city wakes up and a sunset ride facing the Hudson as the light drops. Each followed by a curated post-session experience with food, drinks, and community.

The Ride
45-minute outdoor SoulCycle class. Bikes face the Hudson. Music pumping. Sunrise and sunset sessions.
The Afterparty
Post-ride refreshments, bites, cocktails. DJ spinning. Branded photo moments.
The Community
Bilt members get priority. SoulCycle regulars discover Bilt. Premium crossover audience.
The Takeaway
Co-branded gift bags with towels, bottles, and keepsakes. Every attendee leaves with something.
02 — Event Flow

The Journey

Sunrise Session
5:30 AM
Arrival
5:45 AM
Rooftop
6:00 AM
Clip In
6:15 AM
The Ride
7:00 AM
Cool Down
7:15 AM
Food + Drinks
8:00 AM
Gift Bags
Sunset Session
5:30 PM
Arrival
5:45 PM
Rooftop
6:00 PM
Clip In
6:15 PM
The Ride
7:00 PM
Cool Down
7:15 PM
Food + Drinks
7:30 PM
DJ Set
8:30 PM
Gift Bags
03 — Touchpoints

Every Detail,
Branded

The co-brand lives on every surface. Nothing generic. Scroll to see each touchpoint in detail.

TP—01
Entry Signage
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TP—02
Check-In Signage
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TP—03
Neon Sign
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TP—04 & 05
Towels & Water Bottles
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TP—06
Napkins & Wax Paper
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TP—07
Gift Bags
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TP—08
DJ Booth Wrap
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TP—09
Food Stand Tablecloth
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TP—10
Bike Nameplates
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TP—11
Wristbands
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TP—12
Floor Decals
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TP—13
Digital Screens
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Venue Preview
Outdoor Deck
Bike Setup
The rooftop deck transformed into a cycling studio under the open sky. Bikes arranged in formation with full event branding — signage, lighting, and the Manhattan skyline as the backdrop.
Location
Rooftop terrace, 837 Washington Street
Setup
30+ bikes in formation, branded staging, DJ booth
Sessions
Sunrise ride + Sunset ride, two sessions
Touchpoint 01
Entry
Signage
Large-format welcome sign at the 837 Washington building entrance. Steel blue and yellow on dark matte. Directional arrows guide attendees to the rooftop elevator. First branded impression.
Size
6' x 4' foam board or vinyl on rigid substrate
Placement
Building entrance, lobby, elevator bank
Elements
Event logo, date, directional arrows, QR code
entry signage.png
Touchpoint 02
Check-In
Signage
Rooftop check-in desk with branded backdrop. QR code for digital check-in integrated with Bilt member verification. Clean, efficient, on-brand.
Format
Retractable banner + desk wrap
Features
Digital check-in QR, Bilt member badge scan, name list
Staff
2 check-in positions, branded lanyards
Check-In Signage
Touchpoint 03
Neon
Sign
Custom neon installation — "ROOFTOP RIDE" in SoulCycle yellow. Mounted on dark backdrop or freestanding. The photo moment centerpiece. Visible from every bike position.
Text
"ROOFTOP RIDE" — all caps, condensed
Color
SoulCycle Yellow (#FADF08) neon tubing
Size
Approx. 8' wide x 2' tall
Mount
Black acrylic backer or direct wall mount
BILT x SOULCYCLE Rooftop Ride Neon Sign
Touchpoint 04 & 05
Towels &
Water Bottles
Premium co-branded towels and reusable water bottles placed at each bike. Dark charcoal towels with yellow embroidered lockup; matte black stainless steel bottles with event logo. Functional keepsakes riders take home — brand extensions that live well beyond event day.
Towels
100% cotton terry, 450gsm, 16" x 30", charcoal + yellow logo
Bottles
Stainless steel, matte black, 20oz, screen-printed logo
Quantity
75 each (one per rider + spares)
Towels and Water Bottles
Touchpoint 06
Napkins &
Wax Paper
Custom printed napkins and food-grade branded wax paper wraps for the post-ride catering. Event branding on every bite. Subtle but intentional — the details that separate a great event from a good one.
Napkins
Cocktail size, 1-color print (steel blue), recycled stock
Wax Paper
Custom printed food wrap, grid pattern + logo
Usage
Food stations, bar service, gift bag liner
Napkins & Wax Paper
Touchpoint 07
Gift
Bags
Premium tote bags in matte black with screen-printed event logo and reflective yellow piping along the edges for a sporty, athletic finish. Contents: co-branded towel, water bottle, Bilt membership offer card, SoulCycle class credit, branded snacks in custom wax paper.
Bag
Canvas tote, matte black, screen-printed logo, reflective yellow piping
Contents
Towel, bottle, Bilt offer, SC credit, snacks
Tissue
Custom branded tissue paper liner
Distribution
Exit table at departure (8:00 AM / 8:30 PM)
gift bag-1.png
Touchpoint 08
DJ Booth
Wrap
Full vinyl wrap on the DJ booth. Architectural grid pattern with event logo as the centerpiece. The visual anchor of the afterparty zone — visible from every angle of the rooftop.
Material
Vinyl wrap, matte laminate finish
Design
Full-bleed grid pattern, centered logo, yellow accents
Size
Custom to booth dimensions (approx. 6' x 3')
dj booth wrap.png
Touchpoint 09
Food Stand
Tablecloth
Custom tablecloths for catering stations. Dark base with yellow accent piping and subtle grid pattern. Cohesive with the overall event design language while keeping the food the hero.
Material
Polyester, wrinkle-resistant, machine washable
Design
Dark charcoal, grid pattern, yellow accent trim
Quantity
4-6 based on catering setup
food stand table cloth.png
Touchpoint 10
Bike
Nameplates
Personalized rider nameplates clipped to each bike. Name, bike number, and Bilt member status badge. Small touch, massive impact — makes every rider feel expected and valued.
Material
Thick card stock, matte black, foil stamped
Info
Rider name, bike #, Bilt member badge
Attach
Magnetic clip on handlebar
bike name tag.png
Touchpoint 11
Wrist-
bands
Fabric event wristbands in SoulCycle yellow with BILT x SOULCYCLE repeat print. Functions as access control and wearable souvenir. The kind of thing people keep on for days after.
Material
Woven fabric, one-time lock clasp
Color
Yellow base, dark print
Width
15mm standard
BILT x SOULCYCLE Wristband
Touchpoint 12
Floor
Decals
Directional wayfinding decals from elevator to rooftop. Arrow patterns matching the architectural grid design language. They guide you there while setting the tone before you even arrive.
Material
Anti-slip vinyl, removable adhesive
Design
Directional arrows, grid motif, event logo
Placement
Lobby floor, hallway, elevator landing, rooftop entry
Floor Decals
Touchpoint 13
Digital
Screens
Lobby and elevator screens running event animations throughout the day. Countdown timer pre-event, rider leaderboard during, highlight reel after. Dynamic content that makes the building feel alive with the event.
Locations
Lobby TV, elevator screens, rooftop monitor
Content
Animated logo, countdown, leaderboard, sponsor loop
Format
16:9 MP4 loop, 1080p
Digital Screens
Touchpoint 14
Staff
Event Pass
Co-branded staff credentials on custom lanyards — the locker room essential. Clear badge holder with event artwork, paired with a BILT x SOULCYCLE printed lanyard and branded keychain. Doubles as a collectible keepsake and backstage access credential for all Bilt team members on event day.
Badge
Clear PVC holder, 4.5" x 6", full-color event artwork insert
Lanyard
Woven nylon, black, repeat BILT x SOULCYCLE | ROOFTOP RIDE print, metal clip
Extras
Branded BILT keychain, name field for personalization
Distribution
Staff check-in, pre-event — all Bilt team + event crew
Bilt Staff Event Pass
04 — Design Language

Visual
System

Architectural blueprints meet urban cycling culture. Technical precision meets raw energy. Grid lines, halftone textures, and a restrained palette that lets the yellow scream.

Color Palette
#0A0A0C
Black
#76819F
Steel
#9AA3B8
Silver
#FADF08
Yellow
#1A1A1C
Midnight
Typography
ROOFTOP RIDE
GT AMERICA EXTENDED BOLD — HEADLINES
ARCHITECTURAL GRID
GT AMERICA EXT. BOLD — LABELS / SPECS
Design Elements
Grid Lines
Blueprint-inspired
Halftone
Dot-pattern overlay
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Arrows
Movement + direction
Yellow Nodes
Accent markers
BILT x SOULCYCLE
Confidential — Bilt Rewards x SoulCycle — Creative Direction — 2026