White Claw Sessions at The Surf Lodge, Montauk

White Claw Sessions is White Claw’s summer takeover of The Surf Lodge in Montauk — one of the most photographed venues on the East End of Long Island. The brief was a set of branded builds that had to read as White Claw from every angle of the property: the entrance off Edgemere Street, the sand along Fort Pond, and the waterfront deck where guests gather at sunset. Every piece had to feel native to a beach venue rather than dropped onto it, and every piece had to photograph well enough to carry the program on social.

The site set the constraints. Everything would live outdoors in sand and salt air for the run of the program, in full afternoon sun and wind straight off the pond. Surfaces had to hold their finish — a mirror that hazes or a white frame that yellows is a failed build. Installation had to happen on an operating hospitality property with no room for a multi-day install, so fabrication had to be fully resolved in the shop and the on-site work reduced to placement, leveling, and anchoring.

And Montauk is roughly 120 miles from our Midtown Manhattan shop. Every element had to be engineered to travel that distance, cross soft sand by hand, and assemble on uneven ground without losing its alignment.

We fabricated four signature builds in our Midtown Manhattan shop and delivered White Claw Sessions as a single install. Each was engineered for the Surf Lodge site — sand, deck, salt air — and built as a brand activation guests would photograph without being asked.

Mirror-finish WHITE CLAW letters. Nine oversized dimensional letters in a polished mirror finish, mounted on a low plinth base directly on the sand at the edge of Fort Pond. The mirror does the work of a backdrop: it reflects the water, the sky, and the string lights overhead, so the wordmark changes with the light from afternoon to sunset. The letters were built as individual units so they could be carried across the beach by hand, then set and aligned on the base on site.

The can-tab photo frame. An oversized freestanding frame in a hand-textured white finish, scattered with multicolor White Claw pull-tab graphics and topped with the WHITE CLAW wordmark, placed on a wood deck platform at the water’s edge with a White Claw Sessions surfboard set inside it. The opening frames Fort Pond behind whoever steps in, so every guest photo becomes a branded landscape shot. It was built as a photo moment first: proportioned for a phone camera, built to stand on a windy waterfront, and finished for a summer outdoors.

Custom-branded surfboards. A series of white surfboards carrying the White Claw Sessions wave mark and the “The Surf Lodge, Montauk” lockup, displayed as a trio against the weathered-wood fence in the sand, at the entrance beside the planters, and inside the photo frame. Each board sits on its own freestanding mount so it can be repositioned as the venue’s layout changes across the season.

Reclaimed-wood entrance sign. A rustic WHITE CLAW sign on a weathered plank, lettered in white and mounted on the driftwood-style gateway at the Edgemere Street entrance — the first branded touchpoint guests see, built to match the venue’s own material language. Scenic carpentry and scenic paint work kept it looking found rather than installed.

Fabrication, transport, on-site production, and installation were all handled by our team — from shop drawings through final placement on the sand. It is the same event fabrication process we run for activations in Manhattan, executed at the far end of Long Island.