Experiential DESIGN, GRAPHIC DESIGN, ART DIRECTION
CLIENT: MILLER LITE
LOCATION: BOSTON, NEW YORK CITY, AUSTIN
Miller Lite wanted to champion the unwavering fans who go to music festivals not for the kimchi tacos or VIP experiences, but for the music. This wasn’t just about standing out, it was about standing for something. Through a series of fan experiences, ranging from national to local festivals, MKG drove this spirit in an engaging and authentic way: Bar 75.
Bar 75 is an oasis where real fans can take a quick break from the front row, recharge and get back out there. To stand out from the festival clutter we ditched the cheap tchotchkes and photo booths. Instead, everything, from our social posts to the activations in our space, celebrated fans for their love of music.
Interior and exterior renderings.