OBJECTIVE
Lab54, a leading club and house-party experience brand, commissioned Visual Architects to design and deliver a touring festival activation in collaboration with VELO. The objective was to translate Lab54’s signature high-energy, spontaneous house-party atmosphere into a fully immersive, transportable festival environment that could engage audiences across multiple locations.
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The objectives of ‘Lab54’ and ‘VELO’ aimed to capture festival attendees with an innovative experience built on their brand missions. Lab54 is synonymous with house parties rooted in UK dance culture and shaped by close connection. VELO promotes smoke-free environments focused on alternatives to vapour or tobacco. This project aimed to provide festival attendees with the intimate experience of an authentic house party fused with the positive impact on air quality provided by the brand; a new setting to be highly memorable through originality and relevance.
THE PROJECT
Services Provided
- Conceptual Development
- Interior Design & Spatial Planning
- Set Dressing & Theming
- Lighting & Visual Experience
- Brand Touchpoint Integration
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We developed a modular structure fitting within a 15x15m footprint, which provided a dual function as both an activation space and performance stage. The experience would be featured initially at Brockwell Live Festival, before touring around the UK across a number of festivals, drawing attendees into the on-site house and driving connection with the brands.
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The house needed to include a kitchen with a DJ booth as the focal point of the experience, a lounge area for brand activations, a bedroom that can double as an alternative DJ stage, and a bathroom for interactive photo opportunities.
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In alignment with VELO’s mission, the activation embodied a vision of a healthier, cleaner festival culture. By replacing traditional smoking areas with a smoke-free, design-led environment, it demonstrated that social spaces can be both vibrant and responsible. The result was a positive impact not only on the air quality within the festival grounds but also on perceptions on how desirable smoke-free experiences can be.
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Walk-in containers were manufactured with the essence of a luxury house interior and exterior, with a sleek metallic and neon finish. The containers were produced at our production facilities in the UK, before being fitted with premium appliances, lighting and decorative elements to represent an open-plan kitchen, bedrooms, living room and bathrooms, alongside a spacious outdoor seating area.
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These modular structures are ideal for providing immersive experiences and activations without the need for current venue infrastructure; they can be adapted on total size, height shape and design, and are suitable for indoor and outdoor locations.
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THE RESULT
The aim was to enhance the awareness of Lab54 as a ‘classic house party’ among its target audience across UK festivals, in partnership with the nicotine brand Velo. The project was implemented to generate more future Lab54 attendees, and drive recognition and customers for the Velo brand.