Subaru WinterFest
Subaru WinterFest (SWF) is an amazing weekend experience where skiers and snowboarders can come together and share their passion for the mountain lifestyle and all things winter. Starting in 2016, the tour has featured a set of tiny homes and stops at 10 ski resorts throughout the country each season. Anchored by national musicians and creative programming, SWF has become a true mountain destination event catering to over 150,000 people each winter. I worked closely with the Subaru of America team and additional partners (Harman Kardon, Thule, SmashMallow, Chocolove, Klean Kanteen, Stumptown Coffee, Terracycle) to concept the experience and bring it to life through unique activations and programming.
ClientSubaru of America // Harman Kardon, SmashMallow, ChocoLove, Klean Kanteen, Stumptown Coffee, TerraCycleServicesConcept Development, Art Direction, Experiential Design, Event DesignFabricatorEps-Doublet, Omni PromotionalPhotosTony Rochester, Matt Szmanda, 360 Media, Dylan VanWeelden, Curtis DeVore
ABOVE
The custom set of Subaru WinterFest tiny homes are a main feature of the event. Guests are welcome to explore the interior and learn more about Subaru. This is a key location where Subaru brand ambassadors interact with guests and generate leads. Each year we work to ‘refresh’ the space to build a fun and welcoming mountain vibe. I help provide art direction and have designed custom sticker machines and a clipboard photo wall.
BELOW
In addition to the interior spaces, the entire festival footprint is continuously evolving to stay fresh. I’ve designed the custom wood framed signs, tent tops, flags, banners, and more.
BELOW
Partner and vendor participation is key to building the SWF tour. I provide support by concepting and building custom experiences that bring their brands to life in a way that is authentic to the SWF environment. Ultimately helping us all to create an unforgettable guest experience.
Some examples below include a custom s’more station with SmashMallow® and ChocoLove. I shot product photos to put together a collaborative station where guests build their own s’mores and use Solo Stoves to roast SmashMallows. This obviously also included significant product testing ;). Another example is a custom waste station designed in partnership with Terracycle® to help recycle any waste generated from the event. Lastly, is the coffee station. I designed custom Stumptown Coffee carafe holders and custom SWF Klean Kanteen® cups to help jumpstart everyone’s morning before hitting the mountain.
BELOW
Hangout areas, games, interactive oversized coloring book murals, and photo experiences, allowed people to create shareable moments. #subaruwinterfest
BELOW
Live music and the artist lineup prove to be a pinnacle draw throughout the tour. As the official music partner, Harman Kardon elevated the entire music line-up. I designed the banners and backdrops to integrate their branding alongside Subaru and SWF.
