Jägermeister launched a cutting-edge brand activation at the Electric Daisy Carnival (EDC) in New York. Full Force Productions designed the tree house-inspired installation — called Haus 56 after the liquor’s 56 herbs and spices — and All Access built the entire structure and supplied the scenic elements.
As part of Jägermeister’s marketing plan to build brand loyalty and connect with its consumers, the company is sponsoring six electronic dance music (EDM) festivals during the summer of 2016. Haus 56 is not your average activation. It is an interactive experience that guides the public through the brand’s long and fascinating history and informs its customers that there is more to Jägermeister than bombs and shots.
The custom two-story, 70-foot-by-70-foot compound resembles a rustic German hunting cabin and features 40-foot antlers (a tribute to the brand’s trademark stag) and a 12-foot spiral slide. The project took eight weeks to build; due to the large scale of the set components, particularly the antlers and slide, the structure requires four full semi trucks for transportation.
One of the project’s challenges was maintaining the authenticity of the scenic elements, such as the antlers and faux wood detailing, while meeting the manufacturing requirements and keeping the whole structure efficient for touring. The team accomplished this by keeping the scenery simple and designing the elements to break into multiple sections for quick transport, setup, and breakdown. See gallery for photos of the setup.
You can visit Haus 56 and discover Jägermeister’s rich heritage this summer at EDC in Las Vegas and New York, as well as Hard Summer in Los Angeles.
Photo credit: Demand Image