Utopia, Munich / 2025
Nike x BSTN: make the centrepiece work for the whole room
- Venue
- Utopia, Munich, Germany
- Format
- Brand activation
- Year
- 2025
- Documented role
- Project management
- Credit
- Selected experience of the founder
Several experiences had to share the floor
Live performances, customisation workshops, retail displays and food areas all needed space within the activation. Guests had to move between them while the activities continued in parallel.
The challenge was both spatial and acoustic: create a clear arrangement without letting the live programme overwhelm the areas intended for conversation and participation.
Use the largest object to organise the space
A BSTN-branded monster truck became a visual anchor and a divider between the performance and workshop areas. Circulation developed around it, connecting the different activities rather than treating them as isolated corners.
The vehicle also brought practical requirements around access, positioning and floor loading. Elsewhere, LED surfaces were integrated into corrugated scenic structures, coloured signage identified areas and sound zoning addressed the relationship between the stage and the surrounding activities.
What the approach made possible
The activation combined music, hands-on participation and retail within a shared industrial setting. Its most prominent object served both the brand expression and the organisation of the room.
Production takeaway
A strong visual feature earns its space when it also improves how the event works.