The Experiential Group: Shaping from the Brooklyn waterfront from their private office in DUMBO
October 4, 2025
Two Trees sat down with Frank Moran, founder and principal of The Experiential Group, to talk about the agency’s growth, why DUMBO has always been their home base, and their journey graduating from coworking and into their own private office space in Brooklyn.
Q: Can you tell us what The Experiential Group is all about?
Frank: The Experiential Group is an event marketing and experience agency based in Dumbo, and we produce experiential campaigns for Fortune 500 brands across the country and sometimes overseas.
Q: Your team started out in coworking spaces. What did that early phase look like, and what led you to move into your own office?
Frank: The coworking hustle worked well for a while. We bounced around — I think we hit every single coworking space in the neighborhood. Eventually, we outgrew even the biggest ones, and it became clear that we needed something of our own.
Reaching out to our friends at Two Trees was the natural next step, and now we’re here at 45 Main Street.
Q: How did moving out of co-working open up new possibilities for your team and your work?
Frank: Culture was the big one. We wanted a space we could make our own — something that felt creative, intentional, and reflective of our team.
The other huge factor was client experience. It’s always a little cringe bringing a major client into a shared coworking space. Having our own lobby and our own footprint elevated everything. It feels like we’ve graduated into a “big-kid” office, and we’re really excited about that.
Q: What first drew you to Dumbo, and how has the neighborhood shaped your business?
Frank: DUMBO has actually been our home base since day one. I previously worked in a Two Trees building even before starting the agency, and when I launched the company, I was living in Cobble Hill and commuting into DUMBO for the energy.
There are creative agencies everywhere, clients right in the neighborhood, people swapping ideas — it feels like the right ecosystem for what we do. And we also produce events in DUMBO, so being close to Brooklyn Bridge Park, Jane’s Carousel, and the waterfront makes total sense.
I’ve lived in DUMBO for seven years now. It’s home.
“There are creative agencies everywhere, clients right in the neighborhood, people swapping ideas — it feels like the right ecosystem for what we do.”
Q: What do you love most about working in Dumbo day to day? And what are some of your favorite local spots?
Frank: The waterfront is everything. Brooklyn Bridge Park is the crown jewel of the neighborhood and having lunch down there with that insane view of the skyline never gets old.
For meetings, Dumbo House is basically our unofficial off-site spot. For restaurants, it’s Celestine if we’re feeling fancy or Almar for great Italian (during Covid we ordered from them twice a week just to help keep them going.)
And my favorite coffee shop is B Public. They’ve had an amazing evolution. They actually started out in a coworking space with me, not even as a coffee shop, and now they’ve got this great hybrid café setup. Incredible coffee, great vibe.
Q: What exciting projects or collaborations are you working on right now?
Frank: We do a ton of work in Brooklyn Bridge Park, including an activation coming up in a couple of weeks with one of our clients. We also design, build, and operate Roebling Rink, the seasonal ice-skating rink under the Brooklyn Bridge. Last year we collaborated with Kith, and we’re always open to new partners or sponsors.
We’re also producing a Samsung event in Queens for one of their retail store openings, and gearing up for the rest of the busy season. It’s been a packed year, but a good one.
