Absolut.Land

WHERE COACHELLA MET THE METAVERSE

To celebrate 10 years as the official vodka of Coachella, Young Hero helped Absolut launch a first-of-its-kind Web3 experience to mix festival-goers in the desert with fans in the metaverse. Digitally, physically, literally. With over 10 interactive elements, coveted wearables, and a chance to teleport from Decentraland to Coachella IRL.

ABSOLUT.
'Born to Mix'

Absolut’s global brand platform “Born to Mix” was core to the concept. Meeting and interacting with other fans was encouraged at every turn. From connecting over virtual drinks, to multiplayer games that unlocked real life drinks, even the ability to gift each other NFT wearables — we designed Absolut.Land as a legal drinking age playground where the more you mixed, the more you were rewarded.

Architecture
Design

With the intent of constructing a permanent home for the brand in the metaverse, we sculpted the facade of our building in homage to the iconic Absolut bottle. Brand elements like Absolut’s signature seal and product flavors inspired each subsequent virtual room within. Through thoughtful consideration of functionality, we worked with our partners Parcel Party to implement passive environmental actions like music that triggered automatic dance moves and anti-gravity floors that allowed users to travel between floors via a gravity-defying mosh pit.

User journey & experience design

In addition to overseeing creative development with partner agency UEG, Young Hero led design direction for the 3 Parcel build as well the meta-event’s virtual run of show. Interactive touchpoints like a jukebox that played Coachella headliners Swedish House Mafia’s new album were strategically placed to keep users exploring.

Coachella Teleporter

In Decentraland, teleportation is a handy way to get around. In Absolut.Land, it may lead to an all-expense paid VIP trip to Coachella Valley during the festival’s second weekend. These secret portals were tucked away, ready to “teleport” fans from the metaverse to the real…verse.

nft wearables

Putting a metaverse spin on Coachella’s regularly scheduled boho-chic fashion, vibrant and playful 3D designed wearables allowed users to make a fashionable entrance to Absolut.Land. Adding to the excitement were avatar accessories from cult-favorite, whimsical handbag and jewelry brand Susan Alexandra.

promotional assets & social campaign

To get the word out and drive fans to the experience, we borrowed from our own 3D renders and concept designs to create a series of animated videos and PR collateral with our in-house post production team.