Four Loko ComplexCon Exhibition Design
Four Loko ComplexCon Experiential Activation
Cultural zeitgeist, convenience store best seller, and all around good time Four Loko attended ComplexCon in full force.
At this expertly-curated festival Four Loko needed to hold it’s own and rise above some of the world’s most influential brands and artists as they exhibited at this two day immersion of style, sneakers, art, food, music, inspiration, and more.
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To authentically portray the Four Loko brand I designed their booth in the style of a New York city bodega. These types of shops are Four Loko’s main sellers and is the exact experience a customer would expect, but never in a convention. As you walk in there are rows of coolers, security cameras, magazine racks, and lotto tickets.
ComplexCon is known for its convention exclusive product drops. Brands find that attendees will come to their booths and stay long enough for the giveaway and then leave. To solve this problem I designed a lotto ticket which was handed out to each guest as they walk into the bodega. Each hour we released one of the custom Four Loko products to their lucky winner. This created a consistent flow in the booth and constant buzz surrounding winners as they exited.
To keep the booth constantly feeling alive we hired graffiti artists to tag the booth throughout the weekend. Attendees of the convention were welcomed to join in and leave their unique mark. This created photo ops for every single participant and 360 degree booth interaction.
The hero moment of this shop is that the bodega is only the front half. After receiving their tickets, guests walk through door hidden in one of the coolers. In this back space there are the products to drop on display, instagramable photo ops, and a live DJ.
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Experiential Activation
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Strategist, Art Director, Event Producer
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