The Halo Group are festival designers and were appointed by Initials Marketing, Naked’s creative concept agency to undertake the creative production for the brand’s festival activation at Latitude and Wilderness. Initials Marketing was responsible for the creative concept and The Halo Group provided our services for the build.
The Halo Groups brief was to build the set in line with the consumer journey that Initials Marketing had developed which teased festival goers, hinting there was more than meets the eye hidden away at the festival. Our team of festival designers started with the creation of a series of bespoke Naked signs which invited guests to investigate further, stimulating peoples’ curiosity to find out more. These took on a rustic feel and were fabricated in house by our production team using natural, reclaimed materials. Once inside, guests were led along a tunnel walkway, which was interwoven with florals and foliage, living ivy and twisted willow which created a stunning entrance at the start of their journey. Creative lighting helped illuminate and accentuate the tunnel leading to the main focal point and “wow” moment - a Naked-inspired woodland hideaway.
Inside, the space was spilt into 4 distinct zones. Each zone was colour coded to represent the 4 variant flavours contained within the brand’s HERO products on offer at the festival. To create the effect we used coloured lighting to clearly separate each zone and further creative production ideas throughout the space helped bring vibrancy to the overall design. In addition to the juice bars, 3 giant mural canvases were positioned in each corner. The Naked campaign aims to encourage creativity. As part of the campaign’s key message “Let Your Creative Juices Flow” festival goers were invited to participate, with one of the large illustrations featuring simple line drawings for people to complete themselves. The second canvas was blank and was illustrated live by artists at the event and the third was a completed piece – forming a stunning, vivid focal point within the space.