PROJECT TYPE: FESTIVAL ACTIVATION
EVENT: Ultra Music Festival 2016
Create a new and exciting Heineken House concept at Ultra Music Festival evocative of the edgy, underground, electronic dance music scene’s humble warehouse beginnings.
Transport consumers back to the roots of the electronic dance music scene we conceptualized and constructed an industrial warehouse style nightclub reminiscent of the underground warehouse parties for which the EDM scene was so well known.
This new concept was a sweeping success with an attendance of 15.5% vs. 2015 with a total of 25,711 flooding through the warehouse doors resulting in Heineken House sales increasing by an incredible 123% percent vs. 2015.