Welcome to The Green Room, Baked by Subway®
Hot on the heels of developing the Subway® Fresh Forward global restaurant concept, FRCH NELSON was approached to conceptualize a traveling pop-up activation to hit the road for a series of Summer music festivals across the country. Building off the momentum of Subway’s new restaurant image and visual identity, we looked for opportunities to amplify and distill the brand’s expression for the music festival masses. We worked closely with the brand team on programming the pop-up experience and collaborated with IMG Live to maintain the design intent all the way through execution.
So how did we create an experience that is authentic to the brand and delivers something that’s memorable and of value to the festival audience?
Turn it Up
We envisioned a Subway branded oasis to pulsate with the energy of a music festival. Leveraging our green architectural fin from the new restaurant concept, we established a festival sized beacon to hold the visual identity and help attract festival goers to (and ultimately into) the activation. Once inside, the green fin becomes the basis for our live stage feed, illuminated focal, and DJ booth only to turn the corner and house a run of cold cases that display a bounty of freshly made sandwiches.
Feed the Need
Everyone loves free stuff… Especially with the added perk of some much needed air conditioning! Scheduled in between set-times, sandwich and swag giveaways satisfy festival goers with something that means something. Providing a nod to the personalization found in Subway restaurants, we planned for a saucing and topping station to give each guest a place to customize their sandwich. Specialty beverages are poured to provide festival goers with a reliable place to refresh and stay hydrated throughout the weekend. Just as everyone is fed, festival goers are surprised by the unmistakable scent of freshly baked cookies that build anticipation for a surprise cookie giveaway and unexpected sweet treat to beat the heat.
At the heart of the lounge experience, we treated the floor plan as a flexible canvas to move and evolve with the schedule of each day. A fabric ceiling panel is suspended from above to provide an overhead grounding device and dynamic backdrop for illuminated projections that activate each evening. Below the ceiling, illuminated modular lounge seating comes to life at night to further signal that the party is always popping in The Green Room. The lounge seating is configured to move easily and make room for a pop-up stage that showcases acoustic acts via impromptu live performances throughout each weekend.
We embedded a “V.I.P.” seating perch at the front of the experience to provide guests a place within the Green Room to chill without missing a beat. This embedded vantage provides a vista to the outside happenings while providing a visual sense of destination to passersby to assure that everyone can see-and-be-seen. We outfitted our front yard with a flexible array of outdoor games and activities and specified large, group hammocks to give weary festival goers a necessary respite.
Share the Love
Amidst playful branded artwork panels, we identified an opportunity for guest engagement in the form of a step and repeat animated photo booth. The photo-op provides guests with an interactive opportunity to capture themselves in a dynamic fashion and share via social media for a kinetic, in-the-moment extension within The Green Room. Check the Instagram feed #SubYAY to see some of the results and see more of the activation in action.
After stops this Summer at Hangout Fest, Governors Ball, and Bonnaroo, we were finally able to catch up with the activation at Firefly Festival in Dover, DE. What a trip! It was beyond exhilarating to finally witness and participate in a party that we had a role in planning. Guests were overjoyed and literally lined up to get in and get a taste. Keep your eyes peeled for more polished photos to show up on our website or feel free to reach out if you’d like to talk about how your brand might show up at a music festival next season.