Absolut // Lime @ Coachella
LAUNCHING “LIME” @ COACHELLA
Tent Buildout + Environment
-Pernod Ricard / Absolut-
To create a lime oasis in the middle of the desert is not an easy task.. but during Coachella Music Festival, I lead and designed a custom tent experience on festival grounds, adjacent to the main stage. The Absolut tent created an environment exploding with the new brand flavor from Absolut: Lime. The space was surrounded in lush greenery, and included a 20'H custom-built lime tree, an entry tunnel and custom DJ booth covered in hand-placed limes, a larger-than-life faux lime photo booth backdrop, a dance floor that pulsed to the beat of the music, and finally (and most importantly) two bars that attracted over 7,000 people per day.
Role: Art Director/Designer @ MKG. Lead the translation of the new brand “Absolut Lime” into a unique creative environment, from conception to final execution and onsite build and styling.
OBJECTIVE + STRATEGY
Objective: to drive sales for newest member of the citrus family: Lime, in music-driven environments throughout the year.
Strategy: for Coachella program, create a lime oasis for festival goers, fit with plenty of drinks, photo interactions for social sharing and funky music. focus on stimulating all senses and recognizing the party atmosphere of Absolut
Outcome: an all-green, luscious tent filled with pops of branding and a sensory overload:
Taste: stellar cocktails with the new Absolut Lime flavor
Touch: lime skin textures on almost every surface and a perimeter of greenery
Smell: fresh-scented lime diffusers upon entry
Sound: only the best DJ talent and high end audio equipment
Sight: green, green, green with a giant lime tree overhanging the bar, along with dynamic lighting
A custom-designed DJ booth boasting over 300 limes sat on a music-synced infinity LED dance floor, which pulsed to the beat of the music.
Thoughtful, brand-inspired bars and photo-worthy logos prompted content capture and continued brand messaging and product placement for the new lime flavor through the environment.
Instant transportation from a sunny desert landscape to a world of vodka and luscious green.
Every guest touchpoint in the experience tied back to the brand: from a lime tree overhanging the main bar to branded limes for specialty cocktails.
Photography: @MarissaJoyPhoto - www.marissajoyphotography.com
