Absolut Vodka, Tomorrowland (Visual Exploration)
Absolut Vodka set up an immersive experience across various rooms for their brand activation at Tomorrowland festival in Belgium. They approached me to create a participative mural, providing a space for festival attendees to express themselves. While considering their branding, I explored different ways to engage people's imagination through playful visuals and help them create stories through drawings. My aim was to develop a participative mural that unlocked creativity in them, ensuring the mural served as more than just empty walls. While Absolut Vodka liked my ideas, they needed more white space for everyone to draw. I adapted my ideas by leaving at least 2/3 of the walls blank. This way, people could jump in and fill them with their own creative twists.

Credits
Art Direction, Design & Painting: Lucille Fenouil
Client: Absolut Vodka
2023