We invited all festival goers to get a taste of the backstage festival experience at #HyundaiBackstage, a can’t-miss air-conditioned space where consumers cooled off and interacted with a fresh take on the brand. There were five acoustic performances throughout the two-day festival by various artists such as Local Natives, Bad Suns, Faye Webster, Band of Skulls and Hero the Band, who also were part of the Music Midtown lineup. This provided our guests with an intimate backstage-like experience with their favorite artists. In addition, we had a music-reactive light installation, wall of guitars photo-op, free refreshments, and a custom LED DJ booth with DJ Jasmine Solano spinning records throughout the day.
Outside the space, we provided guests with a lounge area featuring shaded benches and seating poufs– allowing them to kick their feet up and watch a live stream of the festival’s main stage. For an enhanced consumer experience, we created the Hyundai Chill Zone adjacent to our space. This was an air-conditioned walkway where consumers could cool off while walking from stage to stage, featuring a Sonata and Venue displayed at both entrances.