Case Study · Brand Activations
Red Bull Unforeseen Motel.
A motel built inside a festival: Red Bull's environment at III Points 2024, programmed with Club Space residents and Miami locals instead of a logo on a stage.
The Challenge
A brand at a music festival usually buys a stage and puts its name on it. The brief here was the opposite: build somewhere that would have been worth going to without the logo, inside III Points at Mana Wynwood, and let the programming rather than the branding do the work.
That sets a harder bar. A motel-world environment has to read as a place from the moment someone walks in, hold a crowd across two festival days, and sit inside a festival footprint that is already competing for the same attention.
The Approach
Design built the world, a motel, rendered fully enough to behave like one rather than to photograph like one. Advance and Install sited and built it inside the III Points footprint against the festival's own build schedule.
The programming was the point and was curated as such: eight Club Space residents and more than a dozen local artists, including back-to-back pairings, with III Points' own leadership on the line-up. Operate ran it across both festival days.
Somewhere worth going without the logo on it.
The Result
The Motel ran across both days of the 2024 festival at Mana Wynwood, curated with III Points' own leadership rather than around them, and World Red Eye's gallery of the edition is the visual record.
It worked well enough to come back: Red Bull returned the Unforeseen Motel to III Points the following year. Ours is the 2024 build.
The Credits
Client Red Bull · Venue Mana Wynwood · Year 2024 · Services Experiential Design & Production, Venue & Site Operations.
Press & Media
What Was Written.
Independent coverage of the project. The public record of what was built.
More Work
From the Archives.
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