Unshackled is a wine brand that is a subsidiary of The Prisoner Wine Company. When we were asked to design and develop an experiential activation for them in the Coachella Music and Arts Festivals VIP area, we knew that we wanted the experience to be elevated and intriguing.

During the research and ideation phase, it became clear that Unshackled liked to challenge convention with visual branding that included optical illusions and puzzles. The Unshackled activation featured wall to wall mirrors which were embedded with LED monitors. This allowed us to play digital content that would then be reflected on every surface, creating an ambient effect, and providing different perspectives on the media. Additionally, the footprint featured fully mirrored, eight foot tall obelisks to add to the reflective effect, and a custom bar with a cryptex wrap that echoed the iconic Unshackled bottle labels.

Concept Renderings

Activation