Panorama Festival Brand Activations
The inaugural Panorama Music Festival – featuring an eclectic mix of hip-hop, pop and indie in Randall’s Island Park, New York City (22-25 July) – is the latest event on the global festival scene, giving brands a key opportunity to connect with millennial and Gen Z consumers. With a heavy emphasis on socially shareable moments, we select the highlights.
- Sephora Virtually-Fuelled Beauty Tent: The official beauty sponsor of the festival, French multi-brand retailer Sephora’s beauty tent provided festival-goers with free makeovers, complimentary wi-fi, and the chance to purchase its bestselling products. It also featured a beauty bar offering free face mask applications and lip balm samples, an Ouai hair Braid Bar, and dry shampoo and blow-dry stations for complimentary on-the-go hair touch-ups.
Large-scale touchscreens allowed visitors to virtually test products with Sephora’s Virtual Artist – an AR facial recognition tool that virtually overlays make-up looks onto users’ faces on screen. Meanwhile a Panorama-specific “What I Want” platform – accessed through another interactive display screen – generated product recommendations from a drop down menu based on product qualities and contextual phrases like ‘I want a foundation that stays matte when I’m a hot mess.’ Subsequent product suggestions were available to buy on-site, and the results from the screen could be shared on social media using the hashtag #BeautyUncomplicated.
- American Express Split Level Experience: The ground floor of American Express’ two-level tent invited festival-goers to "Make Some Shade" at a DIY sunglass station, where they could hand-pick from different coloured frame and lens options to build their own custom pair of promotional sunglasses. A 36-degree photo booth was also provided.
Level two was exclusive to American Express cardholders. Facilities included a full bar along with phone charging stations and free wi-fi. After spending $10 at the festival, cardholders who downloaded the Panorama app received a one-time $10 credit statement to use at on-site retailers, echoing its promotion at Coachella 2016. See also Rebooting Loyalty Programmes, 2016.
- HP x The Verge – The Lab: Hewlett Packard (HP) worked with US online publication The Verge, which covers the intersection of tech, science, art and culture, to construct and power The Lab – a highly Instagramable, immersive exhibit merging technology with art.
Curated by New York-based experience production company Meta.is, The Lab featured a 70 ft 360-degree Virtual Reality theatre, plus seven digital experiences by local artists. These included Brooklyn-based motion designer and light artist Gabriel Pulecio, whose Infinite Wall installation used mirrors, LEDs and motion sensors to create a light show responsive to human movement – either from dancing or direct contact.
HP additionally hosted its own lounge area that offered another 360-degree photo experience, also shareable via social media, as well as allowing guests to design custom temporary tattoos on HP printing software. See also New Ink: Millennials & Tattoos.
See also Coachella 2016: Best Brand Concepts, Retailers Tap Coachella, Brand Experiences at Coachella 2014, Branded Festival Experiences, Sonic Brands: Fashion X Apple, Immersive Brand Spaces, A/W 16 Fashion Week: Beauty Pop-Ups and Milan 2016: Brand Experiences.