P.01 → Absolut.Land, Coachella 2022


Coachella 2022

Role: Lead Graphic Designer + Motion Designer

Agency: MKG
Photography: Marissa Joy

Awarded: Best Festival Activation, BizBash's Event Experience Awards
Marking its 10th year as the Official Vodka of Coachella, Absolut extended the festival experience into the Metaverse with Absolut.Land (hosted within Decentraland), a one-of-a-kind experience that blended IRL and AR.

Coming off a brand refresh, we were tasked with introducing Absolut’s new look and feel to the Coachella audience. The fully immersive experience featured an entry tunnel wheatpasted with bright and bold graphics, highlighting the new brand and its color palette. As guests moved to the dance floor, a maximalistic video installation featuring custom motion graphics that synced with the music adorned the ceiling, adjacent video garden, and oversized Absolut logo behind the bar.