TikTok // The TikTok Motel
CHECKING INTO THE TIKTOK MOTEL
Transformative Creator Lounge + Guest Programming
-TikTok-
Tasked with building an environment for top content creators to explore and lounge in over a fun-filled weekend at Playlist Live 2020 in Orlando, FL, I concepted and designed a space to promote brand love, provide ample opportunities to lounge and snack, and most of all, provide backdrops and a stage for content creation. This resulted in The TikTok Motel: a Floridian-inspired, retro meets modern motel environment that was taken through each brand moment, detail and program element.
Role: Chief Creative Officer @ ROCK+PAPER. Lead conceptual development of Motel theme into spatial design and programming ideas, built graphic identity for environmental and digital application, lead design team through visual presentations and client pitches, handled final execution and onsite build and styling.
OBJECTIVE + STRATEGY
Objective: provide a lounge environment that brings the TikTok brand and personality to life in one of the top national creator conventions
Strategy: build a fresh and unique environment that promotes an authentic relationship with a strong visual language that will appear unique and break through the various content coming out of the convention weekend, and build upon the TikTok existing brand palette to create a system of visuals to excite our guests and strengthen brand love
Outcome: an immersive world for creators to lounge, snack, and create around the concept of Motel, full of retro-modern vibes and perfect for the Florida landscape. the concept was built into each guest touchpoint, from branded snacks to large-scale signage
At the gift shop, creators could choose a visor and sticker pack as a DIY-brand moment and takeaway.
Sponsored, co-branded snacks dispensed from a customized vending machine with branded UI.
Motel keychains were pre-etched with the Motel logo, and then were live-engraved onsite to add a creator handle.
Creators wrote notes on our custom-designed postcards to drop in the mailbox to send home.
Programming throughout the weekend kept creators coming back for more:
Turn-Up Service (DJ Dance Party with branded slippers)
Do Not Disturb (silent disco guided meditation)
Business Center Hours (astrology readings)
Photography by @grantpuckettphoto :: www.grantpuckettphoto.com
