FUSE SXSW VIP LOUNGE
FUSE VIP ACTIVATION at Stubbs Austin for South By Southwest
Client: Fuse TV & The Madison Square Garden Company
Location: Stubbs Austin, TX. USA
Stefan Beese and his team at RE:BE were giving the task to transform a rustic storage shed at the famous Stubb’s restaurant and venue, into a VIP lounge with a signature environment for FUSE TV’s activation during the week long run at SXSW music and film festival. Stubb’s is a unique venue, featuring multiple buildings, restaurant and bars, a large yard that can hold 2,000 people. This year’s showcase included Sound City featuring Dave Grohl and Stevie Nicks, and more, The Yeah Yeah Yeahs, Vampire Weekend, and Alt-J making Stubbs one of the hottest venues for 2013 SXSW. This event included soft integration of branding for Fuse, and Twix.
RE:BE approach was to intermix the rustic wooden textures with the FUSE TV brand identity, designing custom wooden bars, and integrating the green diagonal lines used by fuse to create a hanging light sculpture using Bright Stripe LED fixtures with an animated green glow. This lighting element also functioned as a “landing stirp” for the VIP leading them along the elongated space of the Stubbs Shed from the Fuse Skull print entrance doors to the Crate Digging DJ Station. The concept for the DJ station comes from the fanatical record collectors/djs featured in the FUSE TV segment, “Crate Diggers.” The DJ Station was set up so that durring the week, amatuer and professional dj could take over the tables and spin. The design was centered around a massive collection of records that serves as decor and used for party music all week. The space also featured a photo booth networked to the large LCD flat screen monitors installed around the space featuring the brand sizzle reels and a loop of the VIP photo opts. Opposite to the Photo booth was a Fuse charging station where VIPs could juice up their phones while escaping the Austin sun in the lounge.