Overview

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For their debut as headline sponsor at Wilderness Festival 2024, Audi created 'The Haven at Wilderness,' an exquisite blend of luxury and immersive experiences designed to captivate and engage the festival audience. The challenge was to create a distinctive 100-person lounge and dining activation that enhanced product perception and connected with their target audience. By deconstructing the Audi Q6 e-tron’s design features and incorporating animal motifs from the wider campaign like moths, owls, and fish, we aimed to recreate its emotional impact in innovative and unexpected ways. Curves in the interior design mimicked the car's sleek features, creating a cohesive and visually stunning environment.

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Delivered

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The Haven featured crafts, face painting, interactive AR filters, a signature cocktail menu, and exclusive dining experiences curated by Michelin-starred Chef Rohit Ghai. The activation received high praise for its sophisticated blend of luxury and interactive elements, including the vibrant Audi Wonder Parade and exclusive performances by top DJs. This standout attraction perfectly captured the festival’s spirit, driving significant engagement and enhancing Audi's brand perception.