A custom-built house atop a flatbed truck — Bacardi's most ambitious experiential campaign to date. The Untameable House Party Tour brought a fully realized five-room immersive brand environment to four cities across the East Coast, culminating at Art Basel Miami on December 4th. Each stop featured surprise musical performances, specialty cocktails, and interactive vignettes across a luxury living room, bathroom bar, dad's study, backyard with games, and dance stage — designed to put the Bacardi brand inside the millennial house party rather than advertising around it. As Senior Experiential Designer at Magnetic Collaborative, I led spatial design, concept development, and presentation art across the full touring build.
We want to connect the brand more with the culture of our target — being a part of their lifestyle and being invited into their parties as an appreciated guest.