CRAFTING WORLD-CLASS EXPERIENCES FOR ELITE CLIENTS, BRANDS, AND TALENT.
ABOUT
When the Impossible Needs to Happen
Freya specializes in the events other producers pass on—the ones with impossible timelines, complex stakeholder demands, and zero margin for error. With 15+ years delivering high-stakes productions, VIP experiences, and celebrity partnerships, she's built her reputation on making the "impossible" look effortless. Whether orchestrating the grand opening of Sphere Las Vegas, managing 20 simultaneous playoff events, or designing bespoke international itineraries for high-value guests, Freya brings the rare combination of strategic vision and flawless execution that transforms ambitious concepts into unforgettable realities.
Three Core Disciplines, One Seamless Approach
What sets Freya apart is her mastery across the complete event ecosystem: event production that scales from intimate gatherings to large-scale festivals, VIP experience design that makes every high-value guest feel genuinely valued, and celebrity booking & management that creates authentic partnerships between talent and brands. She doesn't just coordinate these elements—she architects how they work together, assembling world-class teams from her network of trusted professionals and ensuring every detail aligns with the client's vision.
WAYS TO WORK TOGETHER
➕ Consultant
Strategic input, guest journey mapping, and experience design. Ideal for early-stage projects, internal teams, or new ventures.
➕ Freelance Event Producer / Project Manager
On-the-ground leadership to oversee full production, talent management, logistics, and guest experience execution.
➕ Program Architect
End-to-end program build including team resourcing and delivery across event production, VIP hospitality, and brand activation.
➕ VIP & Celebrity Management
Relationship-driven coordination of celebrity partnerships, talent logistics, and bespoke high-touch experiences that align guest needs with brand objectives. From courtside appearances to red carpet strategy, ensuring talent is managed with discretion, clarity, and care.
FEATURED WORK
NEW YORK CITY, 2022 | WITH MADISON SQUARE GARDEN COMPANY
Henrik Lundqvist Retirement Night
Multi-touchpoint legacy celebration for a sports icon
LAS VEGAS, NV, 2023 | WITH MADISON SQUARE GARDEN COMPANY
Sphere Opening
Project management for the highly anticipated opening of Sphere Las Vegas, orchestrating a week of inaugural events including VIP experience design, red carpet production, media coordination, and pre- and post-show activations. Comprehensive logistics and hospitality management for this groundbreaking entertainment venue launch.
LAS VEGAS, NV, 2019 | WITH MADISON SQUARE GARDEN COMPANY
Sphere Groundbreaking
Ground-up experience design to mark the beginning of a revolutionary venue
ASPEN, CO, 2025
Snow League | Aspen Debut
Full VIP journey curation for a new sporting event in a luxury mountain setting
PARK CITY, UT, 2025 | WITH SUBJECT
Elvis Mitchell’s Activation | Sundance Film Festival
Five-day cultural space for interviews, panels, and A-list guests at Sundance
NEW YORK, NY, 2025
Tribeca Film Festival
Production of 40+ partner events during one of New York’s most prestigious cultural festivals
NEW YORK, NY, 2024 | WITH SUBJECT
Andrea Bocelli Documentary Launch
Screening and private performance at Casa Cipriani for a global music legend
NEW YORK, NY, 2012-2024 | WITH MADISON SQUARE GARDEN COMPANY
Knicks & Rangers Fan Fest Playoffs
Multi-location outdoor activations and mobile marketing across NYC
NEW YORK, NY, 2020-2024 | WITH MADISON SQUARE GARDEN COMPANY
Knicks & Rangers Celebrity Strategy
Year-round celebrity engagement strategy to align talent with business objectives
MIAMI, FL, 2025 | WITH SUBJECT
Nicolas Feuillatte Trade Event
Luxury champagne brand showcase at the Mondrian South Beach
NEW YORK, NY, 2019-2023 | WITH MADISON SQUARE GARDEN COMPANY
MSG Executive Offsite
Corporate retreat experience for MSG’s top 120 leaders
LONDON, UK | WITH MADISON SQUARE GARDEN COMPANY
London Knicks Experience
International itinerary design and execution for 100+ partners, VIPs, and fans
NEW YORK, NY | WITH MADISON SQUARE GARDEN COMPANY
Club 30 Podcast – Henrik Lundqvist
Celebrity guest booking and production support for a premium storytelling podcast
NEW YORK, NY, 2025
Tender Napalm – Off-Broadway
Theatre production and VIP experience for a limited-run cultural event