Client: Diageo and Splendour In The Grass
Experiential Design, Brand Activation

As the Senior Designer, I enjoyed working on the Smirnoff Seltzer activation at Splendour in the Grass 2022. Our goal was to create an immersive experience that would catch the festival-goers' attention and provide them with a captivating space to taste and share our delicious Seltzer flavours.

We embraced the Palm Springs aesthetic and designed a vibrant 'Seltzer Springs' destination that transformed from a chill-out space during the day to a dance party at night. Our bold and bright colours, custom day beds, breezeblock finishes, a large-scale digital waterfall and neon lights set the perfect atmosphere, while our DJ booth showcased up-and-coming Aussie musicians.

We also designed eco-glitter stations inspired by the Seltzer flavours, including a Palm Springs photo opp to encourage user-generated content. The building design could easily scale up or down for other festivals and work seamlessly with the launch of Smirnoff’s High ABV cocktails later in the year.

Overall, our Smirnoff Seltzer activation was a massive success, attracting crowds, showcasing new talent, and making Seltzer Springs the place to be at Splendour In The Grass (Mud!)

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Art Direction, Design, Production Set Design and Finished Art by Lauren Hernandez, at Traffik.