Following a successful debut festival season, The Place returns to Switzerland's festival circuit. By day, visitors discover emerging artists. As night falls, DJs, live performances and immersive lighting transform the platform into a stage in its own right.

A Destination Within the Festival

Its distinctive architecture and curved LED wall catch the eye from a distance. Set amongst the energy of live concerts, DJ sets and the buzz of the festival grounds, The Place invites visitors to stop by and stay awhile. Blending hospitality, entertainment and product experience, it quickly became a popular meeting point at Swiss festivals during its first season.

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A New Way to Experience the Brand

The experience begins where the pace of the festival briefly slows. Whether visitors are looking for a break between concerts or simply want to spend time with friends, old or new, The Place offers a welcome retreat in the heart of the festival.

The expanded lounge provides a relaxed setting where visitors can engage with the products in an informal atmosphere. Beyond the lounge, activities such as Guitar Hero, henna tattoos and photo opportunities create memorable festival moments. Bandanas, hand fans and tote bags accompany visitors throughout the rest of their festival day. Later, as festivalgoers head back into the crowd, they can continue the experience at the mobile tasting stations beyond The Place.

Where Brand Experience Meets the Festival

Throughout the day, The Place continually changes character, evolving from a place to unwind into a destination in its own right within the festival. By day, the stage showcases up-and-coming artists, giving festivalgoers the opportunity to discover emerging talent. Later, DJs take over, transforming The Place into a lively meeting point well into the evening. After dark, choreographed LED and laser performances create an atmospheric highlight and draw attention from across the festival site.

The Place – A Modular Platform for the Festival Season

Following a successful launch at Greenfield Festival, The Place continued its journey without missing a beat. Within a very short space of time, the existing infrastructure was completely reimagined. At OpenAir St. Gallen, The Place was transformed into the Freedom Music festival platform. While the architecture, stage and overall spatial concept remained unchanged, the branding, content and brand experience were carefully adapted to reflect the Freedom Music brand.

This demonstrated the platform's greatest strength: a modular concept that can be adapted not only to different festival locations, but also to different brand worlds. The result is an efficient, highly reusable solution that still allows every brand to maintain its own distinctive identity.

While The Place continues its festival tour at Heitere Open Air, the very same infrastructure will then appear at Openair Gampel as the Freedom Music platform.