A COMPACT FESTIVAL AREA BUILT AROUND A CUSTOM BAR CONCEPT
For our first Smirnoff ICE project at Frequency Festival for Diageo, we developed a compact brand area designed to create strong visibility while making efficient use of the available footprint. At the centre of the concept was a new bar based on a winged container. We selected the format for its ability to open on three sides and developed the complete transformation into a mobile Smirnoff Ice bar around it. The spatial concept, bar setup and entire look and feel were designed by revolvers. This included the internal wall system, work and storage areas, integrated screens and menu communication, a separate technical room at the back and the large Smirnoff Ice can positioned on top of the structure as a highly visible brand marker across the festival site.
DESIGNED OPEN. ENGINEERED TO CLOSE.
The wing system became an important part of both the visual concept and the practical use of the bar. During operation, the container opens on three sides to create a generous and accessible service area. After the event, the wings and front can be closed again, turning the complete structure back into one compact unit that can be transported by truck to its next location. Mobility and repeat use were therefore considered from the beginning rather than treated as technical requirements after the design had been completed. The result is a bar that changes significantly between its transport and operating states while keeping the main structure, technical elements and internal setup together as one system.
BUILDING ON AN EXISTING SMIRNOFF ICE TOOLKIT
Around the new bar, we integrated a number of Smirnoff Ice tools we had already designed and produced for the previous festival season. These included branded high tables with integrated games, Smirnoff Ice seating and tables with integrated parasols. The XL fan also returned as a functional brand element, providing visitors with a place to cool down during hot festival days. Rather than treating the individual tools as separate pieces, we arranged them as part of one overall area around the central bar.
REIMAGINING AN EXISTING ACTIVATION CONTAINER
An activation container we had previously developed for Smirnoff Ice was given a completely new role for Frequency. We transformed it into a cooling room with an integrated airbrush tattoo studio. Inside, visitors could step out of the festival heat while choosing from custom Smirnoff Ice airbrush designs. Reusing the existing structure allowed us to create a new activation without developing another large standalone build, while giving an established brand tool a different purpose within the festival environment.
DESIGN THAT WORKS BEYOND ONE FESTIVAL
The complete Smirnoff Ice area combined a newly developed mobile bar with existing brand assets that could be reused, adapted and arranged in different ways. For us, that was an important part of the concept. The visual identity, visitor experience and operational requirements were considered together from the beginning, resulting in a compact festival setup with strong visibility and a system designed to work beyond a single event.
Photo credit: Paul Jakob, revolvers creative GmbH ——- AI-assisted post-production: AI was used on one photo to convert it from landscape to social media compatible portrait. Don’t worry, it’s all real.
