Malibu Festival Planning
(SPEC WORK)
After a long pandemic-induced hiatus, Malibu tapped back in for its 2022 festival season footprint. Inspired by a new Malibu TV spot and visual campaign, 160/90 developed several creative directions, including this Town Square idea. Interactive “storefronts” and vignettes utilized the fantastical color palette found in the TV spot and incorporated a ton of fun copy (peep the repeating line in the bus stop).
Making Malibu a destination for festival-goers to "do whatever tastes good" led the team to a physical place – a vibrant Town Square.
We had some fun with copy, developing multiple options for various parts of the square, including signage, names of businesses and ideas for street art.
The exterior-facing entrance of the space featured our bus-stop hammock, lampposts, Coco the horse (a new brand mascot!) and garden-style archway.
The previous build-a-bar got subdivided into a bodega space (Jago is the last name of Malibu's inventor!), salon, candy story (featuring Malibu-rum flavored gumballs) and an exterior service window to the left. TouchTunes and a pay phone rounded out this space.
In lieu of a central fountain, this blue flamingo spouted bubbles from its upturned beak.
A small but mighty footprint, complete with bar-height seating and gathering spaces.