DOS EQUIS //

POP-UP BREWSKIES

DETAILS

I was tasked to design and build an interactive experience for Dos Equis at the annual Texas-based music festival Dia De Los Toadies. The goals were straightforward – drive social impressions and give our fans a good time. The parameters were a 20×30 footprint and a 3 month turnaround. Budget was tight but inventiveness was encouraged.

SOLUTION

The venue was loud, hot, raucous and crowded, so my goal for this project was to outcompete the noise and draw attendees in. My team and I chose “expedition” as the theme and designed, built, and assembled a branded pop-up experience that served beer on tap with interactive games, a photobooth, and cooling stations.

RESULTS

We hit 500 attendees over three days and generated thousands of media impressions using a branded hashtag. Attendees were stoked and the client expanded its engagement with us. The following year we were trusted once again to turn it out for Dia De Los Toadies.

Made at Mirrorball for Dos Equis.

Dos Equis is an iconic beer brand with Aztecan roots and a key sponsor of music festival Dia De Los Toadies.

WORK PERFORMED

Environmental Design
Experiential Design
Production Design
Interior Design
Engagement Strategy
Account Management
Art Direction
Illustration
3D Modeling

CUSTOM EVERYTHING

The space was designed to immerse attendees in a Dos Equis branded experience. From tiny details to towering constructs, every object was designed and placed with purpose to encourage shareable moments.

GAPING ENTRANCE

The Aztec-inspired gaping mouth entrance was vector illustrated for visual fidelity. It was printed to foam core and mounted to a modular steel structure where it rose 20’ feet over the crowd, dwarfing competing branded venues.

TOWERING TOTEM

The totem focal point that greeted attendees when they entered the space was designed in 3D and laser carved from foam core. At the base it was mounted to a reinforced pedestal and stood 10’ tall.