For Nova Rock Festival 2026, we designed and created a new festival area for our client DIAGEO and its brand Bulleit Frontier Whiskey. The aim was to develop a distinctive and welcoming brand space within the festival environment without relying on a large custom-built structure.
Making the Most of Existing Infrastructure
The concept was deliberately simple and focused on using the available resources effectively. Instead of creating an entirely new structure, we transformed an existing rental container into a fully branded Bulleit bar.
The container formed the centre of the activation and was complemented by barrel tables, parasols and a relaxed seating area. Materials, furniture and branding were selected to create a coherent space that felt clearly connected to Bulleit while remaining practical for a busy festival setting.
A Small Activation with an Added Experience
Alongside the bar and seating area, we created an airbrush tattoo studio as an additional interaction point for visitors.
Guests could choose from a selection of Bulleit-inspired tattoo designs and have them applied directly on site. The activation gave people another reason to spend time in the area and provided a simple takeaway from their interaction with the brand.
Designed Around the Festival Experience
The Bulleit area was designed as a place where visitors could naturally stop during the festival: grab a drink, meet friends, sit down in the shade and take a break between concerts.
Rather than competing with the scale and intensity of the festival itself, the activation focused on creating a comfortable and recognisable environment around the brand. A compact setup, carefully planned around the location, available infrastructure and the way people actually move through and use a festival site.
Please enjoy responsibly | DrinkIQ.com
AI-assisted post-production: AI was used on some photos to enhance the visuals and improve image quality. Don’t worry, the build-up is all real. We just added a few imaginary people to make the photos feel a bit more dynamic.
