ABSOLUT THE FESTIVAL EXPERIENCE Art Direction, Brand Strategy & Copywriting
This project required the development of a press kit for influencers and VIP guests attending a one-day festival experience. The objective was to create a piece that felt immersive from the very first interaction: something capable of extending the atmosphere, energy, and anticipation of the event beyond a traditional invitation format.
At the center of the kit was a custom box containing a bottle of vodka, conceived not simply as packaging, but as part of the experience itself.
Rather than treating the festival poster as a secondary communication asset, it became an integral structural element of the piece. The poster was wrapped around the box and used to secure it through a Japanese-inspired knotting technique, introducing a tactile and almost ceremonial quality to the unboxing process.
The combination of graphic materials, physical tension and carefully considered assembly transformed the object into something between a press kit, a collectible, and a gift.
Every detail was designed to heighten anticipation and create a sense of discovery before the festival even began.
Instead of relying on overt branding or conventional luxury codes, the project embraced materiality, texture, and interaction. The result was a press piece that felt intentional and memorable: an object designed to be handled, unwrapped, photographed, and shared, while reinforcing the identity and exclusivity of the event itself.