NEW BELGIUM BREWING: GLITTERY GLOW-UP AT SEATTLE PRIDEFEST

Jul 6

glitter parlor activation at Seattle Pride Fest

Pride Month in Seattle features some of the biggest celebrations in the world. 200,000 people descend on Seattle Center following the Parade, and many companies understand this opportunity to show their support of the LGBTQ+ community as well as highlight their brands in a fun and welcoming environment.

This year, our longtime relationship with the PrideFest organizers yielded a new partnership with New Belgium Brewing. They wanted to offer attendees in one of the beer gardens a free, fun activity that would also let them highlight their beer sponsorship of the festival. Our big idea: to construct a Glitter Garden.

Our initial proposal had to be adapted due to on-site size constraints, so we went back to the drawing board for a fresh concept that would work.

We drew up some plans and then converted them into a 3D model for being able to precisely measure the dimensions and materials we would need to execute the vision.

Initial rendering of our concept in Sketchup

We obtained all the wood and lattice we would need, and spent several days painting it all white and sprinkling glitter onto the pieces that would be facing out.

Once we had the materials itemized and priced out it was just a matter of assembly. The complication was that this had to be done on-site, as the final structure would be too big to move. Further, we could only set it up on a single afternoon the day before the activation was taking place.

We gathered all the pieces and prepared for the big day. Here are the results:

BEFORE:

AFTER:

It took a few hours and a couple mishaps but the final vision had been realized. The Glitter Garden was ready for business tomorrow!

We included framed photos of previous Seattle Pride Parades for a splash of color and featured fake ivy and wisteria to maximize the “garden” feel. New Belgium had room to display their products in the glass cabinets, and we brought real salon chairs and mirrors for the guests.

When we returned to the activation the following day everyone was really enjoying themselves and the line to get glittered was across the beer garden! We deemed it a very fun and creative project with an awesome outcome that really pleased the client and spoke to their brand and values. They hope to reproduce this next year!