Sitting on estate benches, where real city life was bustling – this is certainly the image that comes to mind for many millennials when they talk about summer and holidays. The nostalgia of the 90s and the unique vibe of Berlin brutalism are equally appreciated by the younger group of consumers, the Zetki. It was this kind of atmosphere that inspired the Luzu Estate. The aim of the concept was to create a space to catch your breath, chill in an urban style and reminisce about how it used to be – all in the company of friends.
Creating such an extensive place in such a short time would not have been possible without the cooperation of several parties: HOLO Events agency, VML and the Client himself. The brand communication was implemented in the housing estate zone with the help of the VML agency, which supervised every element of it from a creative perspective.
The first Osiedle was created at the Tauron Nowa Muzyka festival, where it attracted crowds of interested people – looking for a close, local place to take a break between concerts. And what is inside? At the entrance, festival goers are greeted by an entrance gate – the same one where high fives were made. And the further into the zone, the more of the yard: an outdoor ping-pong table, a carpet beater, a swing, a basketball hoop, walls and boxes for sitting. For all those thirsty, there is a bar in the form of a pavilion from the 90s, for fans of souvenir photos – a container garage with an old-school Volkswagen, and for those who want to spice up their festival look – a local hairdressing salon! The estate atmosphere is additionally emphasized by graffiti painted by Konrad "Koxu" Łukasiewicz.
The first festival zone that is alive
And since every estate was full of life, it may be no different in Lech. The Luz Estate listens to the needs of consumers and changes with each new location, so that it presents itself slightly differently at each festival. And so a real tattoo studio was arranged at Audioriver, from which one could return with a lasting souvenir.
"We are extremely pleased with winning this tender, as our offer not only gained the client's recognition, but also inspired Lech to change their original concept. And so, instead of a single activation, an entire estate was created," says Małgorzata Jabłońska from HOLO Group.
"The opportunity to implement such an extensive and creative concept gives us a great sense of satisfaction. We are convinced that our concept will interest participants who are looking not only for music, but also for a real sense of community. The whole idea was created in such a way as to give festival goers something more than just the opportunity to drink beer – it is a real adventure with the Lech brand," adds Jacek Żerdziński from HOLO Events.
Directing its communication to both the Zetas, a progressive group from big cities, and sentimental millennials, Lech wanted to create festival zones that would promote the brand while providing unforgettable experiences for all participants.
Where to find the Luz Estate?
During the festival season, the Lech brand will be present wherever its new generation of recipients can be found – at key techno, electro, alternative, rock and hip-hop music festivals. It is precisely the participants of events such as OFF Festival, Audioriver or Tauron Nowa Muzyka who will be able to drop by and chill with friends. It is worth dropping by and high-fiving!
The HOLO Events agency boasts extensive experience in creating concepts and implementing festival zones for international brands. So far, it has implemented such projects for Jack Daniel's, among others.
