Bringing a Story to Life: Sasha Perelman’s Immersive Book Launch at ILA Penthouse

When experiential producer Sasha Perelman set out to celebrate the launch of her book, The Longest Road: Healing Across Generations, she knew a traditional book reading wouldn’t capture the story she wanted to tell. The book explores her family’s history, generational trauma, and her own journey of healing, much of it set against the backdrop of the Mexican jungle. For the launch, Sasha wanted to bring guests directly into that world.

“I wanted to recreate the experience in the book launch and really bring people to the jungle with me,” she explains.

ILA Penthouse provided a natural starting point. With its lush greenery, open layout, and intimate feel, the space gave Sasha a foundation for the experience without requiring extensive fabrication. Guests entered through the foyer, where they were welcomed with sage and palo santo before stepping into a space transformed into a jungle-inspired environment. The experience continued with live musical accompaniment, projected visuals, carefully considered sound and lighting, and a drink inspired by the ayahuasca experience described in the book.

“We really thought about everything from the sound, the taste, the textures, the smells in the air,” Sasha says. “It really gave us an opportunity to drop the reader into the story, not just from hearing the words, but from hearing the sounds and the visuals and the smells.”

For Sasha, the success of the event was also about having a venue team that understood the vision. She describes the experience as exceptionally collaborative, particularly working with ILA’s event manager, Sasha, who immediately connected with the story and helped bring the concept to life. “There was nothing that we asked for where somebody didn't respond with, ‘Yes, of course,’” she recalls.

That level of support also made the event remarkably streamlined from a production standpoint. With staging, projection, sound, greenery, and a kitchen already available on site, Sasha was able to focus on the creative experience rather than the logistical challenges that can come with producing an event in New York.

“It felt very turnkey,” she says. “It’s always such a gift when you find a space that is really supportive of the vision.”

The result was more than a book launch. It was an opportunity for guests to experience Sasha’s story through multiple senses—and for Sasha to share deeply personal work in a setting that made the story feel tangible.

“Looking around the room as I was reading and seeing how captivated the audience was with what they were experiencing was truly magical.”