Smirnoff Place
Company
NVE Experience Agency
Project
Experiential Playbook 23-24
Roles + Responsibilities
Lead Experiential Designer
Smirnoff joined our team with the goal of developing a consistent identity for their presence at events nationwide. Their vision was to create "Smirnoff Place: For the people," a space that evoked the essence of a vibrant street, a bustling cityscape, and a welcoming neighborhood where everyone could join in the Smirnoff party. Drawing inspiration from the initial concept of the Smirnoff Neon Lemonade design, we repurposed the Experiential Elements to form the foundation of the Smirnoff Place footprint, which was reimagined into three tiers: Tier 1 (40x40), Tier 2 (20x20), and Tier 3 (10x10). These three sizes served as the backdrop for the Smirnoff brand, allowing them to showcase their desired products and granting them the flexibility to adapt to events of varying sizes.
Small EXPERIENTIAL FOOTPRINTS
In addition to the comprehensive Smirnoff Place design, an assortment of smaller 10x10 footprints was crafted using the larger playbook, providing versatility for any event or Smirnoff product marketing initiative. Each 10x10 footprint featured a distinctive setup and design, akin to a set design, conveying a narrative and creating a distinct sense of place for the brand.
Tiered FOOTPRINT Design
The design of Smirnoff Place features three tiered footprints: 40'x40', 20'x20', and 10'x10'. The concept integrates various experiential elements, such as a lounge, DJ/dance area, a welcoming entry arch, a bus stop bar, and two large structures serving as main bars and product displays. The smaller footprints required configuring the Smirnoff houses to suit the spaces while maintaining design integrity and delivering unique experiences for the client. Each footprint addresses specific requirements for diverse locations, catering to different festivals across the country.
