Brand Activation, Boomtown Festival, UK

This brand activation was developed to bring Jägermeister into the immersive world of Boomtown Festival without relying on overt branding. Instead, the focus was on expressing the brand through materiality, atmosphere, and environment.

The concept takes the form of an industrial factory space that has been reclaimed and transformed into a hidden rave. It references Boomtown’s roots in free-party culture, where abandoned, working environments are repurposed into raw, energetic spaces for music and community.

Rather than traditional signage or logos, Jägermeister is embedded subtly through material choices. The brand’s identity is translated into the architecture itself, with hints of its signature green appearing through illuminated factory windows and within the layered textures of brickwork and metal surfaces.

The result is an atmospheric, immersive environment where brand presence is felt rather than explicitly seen. A space that blurs the line between industrial decay and underground celebration, amplifying the energy and authenticity of Boomtown’s world.

Concept Design by myself

Build and Install by Fables Creative Production Agency

Photographer: Julian Preece