LIFEWTR Art After Dark was a music-led experiential event that debuted LIFEWTR, a premium hydration brand that exists to inspire creativity.Concertgoers were immersed in multi-layered experiences. Animations derived from the work of Series 1 artists played throughout the space, including music-generative visuals that were projected onto the façade of the building and on suspended holographic cubes inside. “Artist takeover” spaces covered the walls and floor with pattern.
At the stadium, the PepsiCo NSPIRE™ truck unveiled a fresh new illustration style in black and chrome. Fans created drinks with Pepsi Spire machines and sampled unique recipes from the company’s premier chefs.The rustic “salvage-pop” Tostitos Cantina hosted chalk talks, samplings and a lively ‘social wall’ complete with a GIF camera for fans to take animated selfies.
LIFEWTR partnered with Vogue to create an engaging influencer dinner that seamlessly flowed into the LIFEWTR Art After Dark event.The space displayed the artwork of Series 1 artists Craig & Karl, Jason Woodside and an artwork display by MOMO where guests could add their own flare to a collective artistic expression.