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Red Bull Energy Totem: circular screen, hexagonal bar with extreme sports neon signs and staff handing out cans
BTL Activation

Project 01 / Spatial design · Sampling

Red Bull

Energy Totem (Case study)

Concept proposal

Energy Totem would be a 360° BTL activation for festivals that turns traditional sampling into a time-based gamified experience.

To get people coming back to the stand several times during the event, we paired different extreme sports with a flavor and a color, rotating the drink being handed out by the hour. Announced in real time by the central totem and the neon signs at its base, this mechanic not only streamlines mass distribution, it keeps people engaging with the brand from the start of the concert to the end.

Tools
  • Claude
  • Blender
  • Illustrator
  • Photoshop
  • #FF402A
  • #F8E630
  • #7BBB65
  • #6338C6
  • #0275D1

process

  1. Floor plan sketch of the stand: activation totem in the center, staffed bar, active and inactive sports, and arrows for crowd entry, pickup and exit1 · SpaceHow it feels on site: entrances, crowd flow and zones
  2. Grey 3D model of the totem and its hexagonal bar, made in Blender2 · VolumeThe totem and hexagonal bar modeled in Blender
  3. Render of the Energy Totem at a night festival, surrounded by people3 · RenderThe stand in action at the festival
  4. Production details: screen ring with the neon sport of the hour, brushed steel base and neon icons for each sport4 · ProductionMaterials, neon and finishes
Top of the totem: circular screen showing the sport of the hour and Red Bull neon bulls
Totem top
Service area: staff handing out cans at the blue-lit bar, with Red Bull fridges
Service area