REI AT OUTSIDE FEST

WE BROUGHT THE RETAIL EXPERIENCE TO LIFE.

Challenge

REI sought to activate at the Outside Festival with the following goals:

Connect with members through exclusive giveaways and directing them to the Capital One partner space.
Enhance relevance by providing an enjoyable and welcoming area for all festival attendees.
Broaden the concept of 'opting outside' by offering impactful programming and experiential moments.

Services

Production

Strategy

The Solution

Groundswell partnered with REI to create "Camp Co-op," an immersive space designed for guests to explore, reconnect, and interact with the REI brand through diverse experiences and programming.

Guests were welcomed by a prominent, photo-worthy archway. Inside, they could engage in activities such as crafting friendship bracelets and coloring REI-branded postcards to send to state senators, advocating for the protection of public lands. A "hammock haven" offered a relaxing retreat for weary festival attendees. REI members enjoyed exclusive giveaways at the member outpost and were directed to a VIP experience at partner Capital One's space. Ben & Jerry's also collaborated with REI, offering themed ice cream throughout the festival.

The space also featured a variety of programming, including panels, demonstrations, and talks, ensuring a compelling experience for all visitors.