Smirnoff House
“Oh yeah, I’ve seen that” is the comment I usually get with this project – apparently, a ton of people have worked on this – here’s my role… I got a call for a contract with the team at MKTG – they had an idea in the works for Smirnoff at that year’s Electric Daisy Carnival, a 3-day EDM festival in Las Vegas and the largest in North America.
The brief was to create an experience as if one had walked into a house party in any run-of-the-mill suburban Midwestern home – where everything was turned on edge, surreal, and nothing quite as it seemed.
Unexpected details
The back bar was inspired by the “more is more” aesthetic of Jamaican “sound system” culture – with stacks and stacks of eclectic speakers. The lawn outside had familiar items – all with a twist: a mirrored picket fence and iconic red kettle grills revealing perverse surprises.
The hand sketches were sent to the team “quick and dirty” style, and we worked through the event concepts remotely and revised on-the-fly. Next, I built to-scale 3d models of the “tiny home” footprints in SolidWorks and rendered in Keyshot. Technical drawings were later created from the 3d data to expedite the pricing and fabrication process.
The project was a huge hit, and the design and concept lived on to other iterations within Smirnoff events and continued DJ sessions with MIXMAG. Additional activations include HARD Summer Music Festival.
MKTG Creative leads: O. Sobreiro, C. Roberts. Post-concept design development and production by the team at MKTG.
