At Heitere Open Air in Zofingen, Switzerland, we created a branded bar and thematic festival space for DIAGEO's Smirnoff ICE.
A Bar Designed for Refreshment
Our concept placed the “Ice” of Smirnoff ICE front and centre. We developed the complete area around a clear visual language of ice, cooling and refreshment. A selection of bespoke tools and production elements was prepared in Austria and transported to Switzerland for the build. On site, we styled and installed the space, creating a generous bar area alongside a thematic lounge and additional activation elements. The different components were designed to work together as one recognisable Smirnoff ICE environment within the festival.
Collaboration & On-Site Implementation
The project was developed and implemented in close collaboration with the Heitere Open Air team. A large part of the work takes place before the festival opens: preparing the individual elements, organising transport from Austria to Switzerland and handling the necessary cross-border import process. Once on site, the focus shifts to installation, coordination and making sure the area works as intended once festival guests arrive.
Developing the Activation Further in 2026
We returned to Heitere Open Air with Smirnoff ICE in 2026 and developed the activation further with two new elements. An airbrush station introduced a new guest interaction within the main area. Visitors could choose from ice-inspired temporary tattoo designs, applied live by our airbrush specialist. We also created an ice-wall front for a DJ booth positioned just outside the main Smirnoff ICE area, extending the visual concept into another part of the festival environment. These additions complemented the existing bar and lounge setup while giving guests new ways to interact with the activation.
More Than the Physical Build
The Heitere project brings together several parts of our work: concept development, bespoke production, cross-border logistics, on-site implementation and guest interaction. Each edition gives us the opportunity to adapt and develop the space further while keeping the central Smirnoff ICE concept consistent.
Please enjoy responsibly | DrinkIQ.com
AI-assisted post-production: AI was used on selected photos to enhance the visuals and improve image quality. The activation and physical elements shown are real.
