Pendulum Creative

This summer, Southwest Airlines is showing up for every Cubs’ Family Sunday at Gallagher Way — meaning they needed a branded space built for the long game.

Working alongside , we translated their vision into technical drawings and fabricated the full environment. Highlights include a giveaway service bar featuring dimensional letters and butcher block counter, merch displays, a custom speed pitch game, a background wall nodding to Wrigley’s iconic ivy, and more.

Designed and engineered to show up for 14 games, our team prioritized durability and modularity to ensure this pop-up is ready to serve fans all season.

We recently partnered with to design, fabricate, and install a brand experience for and at Dreamforce 2025 in San Francisco. In the spirit of the conference, the activation was a blend of technology, craft, and experience, featuring interactive walls, touchscreen monitors for live demos, and dynamic LED lighting. Complemented with greenery throughout, the activation was marked by aerial fabric displays and high pile carpet to ground attendees in the experience. Modular branded carts helped to extend the activation beyond the main footprint.

We also managed the full production scope—including fabrication, logistics, and on-site installation—to ensure a seamless delivery aligned with Meta and WhatsApp’s creative vision.

We’re back with part two of our founder interviews where we asked them to describe innovation in their careers and their outlooks on the future of the experiential industry.

Luke has been in the industry for a while. After getting his first taste for live events through concerts and festivals in his adolescence, he got his first industry experience by working in an artist hospitality role for Summer Camp Music Festival. Determined he’d found his career path, he would continue to work on various festivals and standalone shows throughout college. Eventually moving to Chicago he freelanced for event companies, experiential marketing agencies, and Red Bull prior to Pendulum.
Some of Luke’s favorite traits of the industry are its fast pace, the challenges and problem-solving, and the relationships you build by working in such a unique environment. He insists that innovation is vital, as is the need to stay humble and curious.

“One element that is key is constantly learning new techniques, and keeping informed on changes in our industry. The second, equally important piece is not getting stuck in your ways, or thinking that you have all of the answers. By approaching everything from a learning perspective you keep yourself open to new ideas that allow you to deliver innovative experiences.”

Luke is confident the events industry will only continue to grow with the design to replace online interactions with lived experiences. He also expects it to change, stating that a desire for more curated events and community-centric events is set to shake up the monoculture that has been the state of the industry for decades. Delivering our best work and staying ahead demands that we truly invest in the vision of every project by embracing creativity and collaboration, and committing to the dreams of our clients and the lives impacted by them.