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TikTok - Rock in Rio Festival 2022

Location

Rio de Janeiro/RJ - Brazil

Date

September/2022

Project type

Creative conception - Architectural design - Scenographic design

For its first brand activation at a Brazilian festival - and one of its biggest in the world so far - TikTok commissioned the creation of 5 different spaces within Rock in Rio. The spaces were to establish a physical presence that expressed the brand's language and values , translating the application's digital experiences into a material, tactile relationship. It was requested that the spaces be accessible, simple, quick and intuitive to use, while at the same time being playful.

The main space open to the public, Praça TikTok, served as a point of reference, meeting and rest for the festival's audience. Its architecture was designed to encourage the production of content on site, always prioritizing vertical elements in accordance with the application's standard orientation. Some rooms with exclusive effects and gifts have been added to complete the experience.

The other spaces, some with exclusive access, were designed based on the same logic, taking into account the specific use of each one - backstage recording room, box for guests/creators, 80s themed photography space. After the event, TikTok was identified as the brand most remembered by the public present according to surveys carried out by the festival itself.

In partnership with Studio Curva and Agência Musicalize
Built by Opção A Cenografia

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