When Spotify wanted to increase brand awareness among music-loving trendsetters, they turned to The Visionary Group for innovative concepts and flawless execution of their official Coachella sponsorship. TVG created the Spotify Social Tent for consumers to engage with festival artists via Spotify. The sponsorship’s digital components, such as official Spotify Coachella playlists, came to life through listening stations and RFID check-in stations located throughout the festival. The Spotify Social Tent cut through the noise of the festival to achieve massive results.

CONCEPT & VISION

The concept: Where the Elements Meet was high-design yet inviting and comfortable. Inspired by Danish hospitality design, the interior was sophisticated with natural materials like bleached woods and live greenery.

concept

CONCEPT & VISION

The concept: Where the Elements Meet was high-design yet inviting and comfortable. Inspired by Danish hospitality design, the interior was sophisticated with natural materials like bleached woods and live greenery.

FABRICATION

TVG fabricated a custom interaction bar for guests to listen to and explore Spotify, as well as the living green walls throughout the space, which featured a custom-made Spotify logo.

fabrication

PRODUCTION

Turning a white 40’ x 40’ tent into a premium experience was no small feat, but TVG pulled it off. The air-conditioned, Wi-Fi-enabled lounge required constant management to ensure that the user experience was always up to par with Spotify’s standards. 

production

PRODUCTION

Turning a white 40’ x 40’ tent into a premium experience was no small feat, but TVG pulled it off. The air-conditioned, Wi-Fi-enabled lounge required constant management to ensure that the user experience was always up to par with Spotify’s standards. 

WRAP UP

The 30-person lounge attracted over 20,000 guests and cultivated more then 2,000 social impressions by the end of the Coachella weekend.

wrap

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