brand activation
Destination Atlanta
Thousands of young millenials convened at the Georgia Freight Depot to experience “Destination: Atlanta,”a one-day free music festival hosted by Journeys and adidas Originals.
Creative Process
Combine the hottest live hip-hop acts, interactive art, culture, and technology in a single-day event that offers free admission.
The event transformed a vast parking lot near the Georgia Freight Depot in the historic Underground Atlanta area into an immersive music experience that included interactive stations such as a “Maker Lab,” a “living art” wall, foam towers and more.
The event included live performances from Lil Yachty, Kodie Shane, Marlo, Jamee Cornelia and Mike Floss and featured DJ sets by Heroes x Villains and Ferrari Simmons. Lifestyle influencer Kenny Burns emceed the event.
“Living Art” Mural
Local mural artist Lela Burnet creates a “Living Art” mural during the Destination: Atlanta festival. Using a large, mobile wall and white adidas Originals products, she completed a preapproved design in her signature style. The adidas Originals products were then raffled off later in the evening.
Activation Elements
Guests were not only treated to a free concert, but enjoyed a variety of creative activations such as the t-shirt “Maker’s Lab,” a customize-your-adidas station, the living art wall, lawn games, a “cloud” machine and the festival’s centerpiece: the foam tower!
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