Dreaming Fearlessly at Summerfest

To standout from the cluttered brand activation environment at one of the largest music festivals in the world, we conceptualize, design, produce, and execute Summerfest’s most exclusive venue, the American Family House.

The House brings everyone closer together through a shared love of great music. It also gives AmFam the opportunity to dimensionalize their brand positioning around Dreams, because the stage at the House hosts both headline artists who have achieved their dream and emerging talent who are chasing their dream.

Walls are covered in gig posters made from Wisconsin-based artists, photo ops are at every turn — including a photo station that overlays Summerfest filters on every photo — a custom hands-on merch area allows every festival-goer to make their own “Summerfest” patched and pinned packs, and the lounge deck proves the hangout spot all month long. Lead-gen is seamlessly integrated throughout the entire experience to ensure a smooth and enjoyable process for everyone.