"Smirnoff Place" was first developed as a gathering spot to enjoy Smirnoff products with no particular location planned. Building upon this idea, the design team and I further developed the concept by envisioning a dynamic and abstract cityscape as the backdrop for showcasing Smirnoff's offerings. I aimed to create a vibrant, fun, and colorful environment that would serve as an exciting and engaging platform for highlighting the brand's products. By infusing the concept with elements of urban energy and imagination, I sought to capture the essence of a lively gathering place where people could come together and revel in the experience of Smirnoff Neon Lemonade with engaging experiential touch points. This initial concept led to being used at future events for Neon Carnival and Billboard Music Awards.

🚪 STOOP Door SERVE

Has the most visual weight in space. Clear pathway for consumers. Clear acrylic doors allow consumers to see and choose products. Additional messaging + lighting was added to draw the eye toward this hero moment and featured product.

🚌 BUS STOP SERVE

A fun serve moment for consumers to not only grab a drink but create a natural photo moment. The bus stop is used as a secondary bar and the vertical glass case for the bus stop is used as a display case for the Smirnoff FMB cans.

📸 PHOTO MOMENT

Designated photo moment attendees can walk into and take a one-of-a-kind selfie in the arch of a window with a flower box.

🍋 PUSH FOR FLAVOR

Surprise and delight moment for guests to push the walk button light poll and see the different flavors displayed on the walk sign. A Smirnoff BA then serves the guest a surprise drink!

🛑 ENTRY ARCH + street Sign

A tall entry arch to welcome guests into the Smirnoff experience and complimenting street sign to help continue the story of Smirnoff Place and give a sense of location.

💧 Hydration Station

Disguised as a fire hydrant, the hydration station is where guests can grab water drink responsibly in the context of Smirnoff Place.

OVERALL FOOTPRINT

Originally planned as a 40'x40' space, the Smirnoff Place concept incorporated various experiential elements, including a lounge, DJ/dance area, and a striking entry arch to welcome guests. However, when transitioning to an actual event, considerations were made for downsizing and practical budgets. Ultimately, the final output for the Smirnoff Neon Lemonade footprint was a 25'x25' space on the right side, carefully selecting and incorporating the most impactful experiential elements for the event.

🍋 NEON CARNIVAL + BILLBOARD MUSIC AWARDS 🎵

After the Smirnoff Neon Carnival 25x25 build was a success at Coachella it hit the road and went to Vegas to bring the Neon Lemonade party to the Billboard Music Awards. Our team expanded the footprint and made the experience, even more, Neon Lemonade focused adding a Lemon grove overhead and a ‘Squeeze Day’ prize giveaway.