Space helps Desperados to a Spectroscopic Field Day
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Space is gearing up for the next stage of its festival activity on behalf of Heineken-owned premium packaged lager brand Desperados. The late May Bank Holiday weekend will see the tequila-flavoured beer teaming up with Field Day festival in Hackney, home of London’s annual celebration of both up-and-coming and leftfield indie bands and electronic artists.
Desperados’ partnership with Field Day follows hot on the heels of the brand’s presence at Land of Kings three weeks ago. Focused around London’s creative east end, this Dalston based alternative festival kicked off the brand’s summer activity.
The Desperados Factory at Field Day sees a range of exciting sensorial activations including a joint-curated line up with top promoters Bugged Out!, featuring Todd Edwards, Waze & Odyssey and Oneman among other great acts.
Sitting adjacent is Desperados Danceroom Spectroscopy, which pushes the brand’s ‘In Every Sense’ experience through new boundaries with a completely immersive, multi-sensorial, high-tech projection show which responds to the crowd’s interaction. As festival-goers enter, they continue their party to the sounds of the live Factory stage show surrounded by a motion triggered 360 degree visual installation, with citric aromatics and smoke-filled bubbles adding to the sensorial bombardment.
A live graffiti installation from some of London’s leading street artists will feature at the Factory and sit beside the best versions that festival goers can create on a digital graffiti wall. Content can be uploaded direct to their own social media sites, in the hope of winning tickets to other Desperados festivals later in the summer.
Interacting with the crowd will be street magician Gerry Sims, who brings an urban edge to the Field Day experience. Sims will be engaging with the crowd, performing illusions on unsuspecting onlookers and inviting them to get involved through a repertoire of high tempo Desperados illusions.
Alan Solomon, group account director at Space, said: “Desperados has given us a fantastic brief, a unique opportunity and the freedom to really push the boundaries of brand experience, whilst reaffirming the brand as both inspirational and cutting edge. We’re helping to deliver a series of brand, industry and world firsts and a range of truly unique experiences that this year’s urban dance music festival goers will cherish.”
Desperados will continue its festival activity throughout the summer with further sponsorship events within music, fashion and art running throughout the rest of the year.
