| EVENT REPORT 03.23.09 12:46 PM |
PRINT | SEND TO A FRIEND |
|
| Fort Nights |
| Levi's and The Fader returned to Austin last week with the newest incarnation of their pop-up concert venue and consumer playground, the Levi's/Fader Fort. |
|
FROM AUSTIN, TEXAS There was no finer example of South by Southwest’s knack for remaining seemingly recession-proof this year than the Levi’s/Fader Fort. A cross between a heavily sponsored Woodstock and a post-apocalyptic hipster commune, the joint venture between the denim maker and the magazine earned some of the festival’s biggest buzz, due to its elaborate setup and poorly guarded secret cameo by Kanye West.
Organized by The Fader marketing division Cornerstone Promotion—and produced by Lacy Maxwell Productions—the fort took over an entire field, sandwiched between a warehouse and defunct railroad tracks. Sheets of old metal and plywood haphazardly erected around the perimeter kept details of the playground secret from the long lines waiting for free admission, letting only the sound of artists like Little Boots, Peter Bjorn & John, and Jadakiss slip through the cracks. |
|
CONTINUED > |
|
|
PHOTO GALLERY |
 | The entire perimeter of the Levi's/Fader Fort was lined with sheets of old metal, plywood, and subtle (and not-so-subtle) branding for Levi's.
Photo: Benjamin Sklar for BizBash |
|
|
 | Several installations, including a bike made out of old stereo equipment, mimicked the images from the fort's invitation, which went out just a week before SXSW.
Photo: Benjamin Sklar for BizBash |
|
|
 | Entry to the fort wasn't as easy as walking through the massive archway; guests had to respond online the week before the festival and then line up for wristbands.
Photo: Benjamin Sklar for BizBash |
|
|
 | As the fort's main sponsor, Levi's set up a pop-up shop for new and customized denim that guests had to pass through as they entered.
Photo: Benjamin Sklar for BizBash |
|
|
 | Artists were on site, making silkscreens of custom posters for guests looking for souvenirs.
Photo: Benjamin Sklar for BizBash |
|
|
 | Using primarily industrial materials in the decor, piping fashioned into the letters B-A-R hung from a tree near one of the fort's watering holes.
Photo: Benjamin Sklar for BizBash |
|
|
 | Levi's jeans makers worked in a room beside the pop-up shop to fashion customized styles.
Photo: Benjamin Sklar for BizBash |
|
|
 | The fort included plenty of old neon signs, which lit up in the evening during the last of the day's performances.
Photo: Benjamin Sklar for BizBash |
|
|
 | Producers used an old garage for a blogger lounge, topping the building with additional signage.
Photo: Benjamin Sklar for BizBash |
|
|
 | Media and performers escaped from the fort's crowd in a fenced pavilion behind the stage.
Photo: Benjamin Sklar for BizBash |
|
|
|
|
|
|
The fort kept its doors open for all four days of the music portion of the festival, and guests passed time between sets drinking free Budweiser, shopping in the pop-up stores from Ray Ban and Levi’s, and interacting with the many installations, like a giant couch-shaped swing made from old tires. Attendees looking to get out of their dirty clothes were even encouraged to strip down and take advantage of a complimentary laundromat.
—Michael O'Connell
RELATED TOPICS
Levi's, The Fader, Ray-Ban, South by Southwest
MORE EVENT REPORT STORIES
American Music Awards Begin With Redesigned Arrivals, End With Downsized After-Party
Us Weekly Takes to Voyeur With Scantily Clad Models, Burlesque Feel
MoMA Gets Suitably Whimsical and Macabre for Tim Burton Tribute
New Moon Premiere Beckons 10,000 People and 2 Live Wolves
Chrysalis Benefit Cuts Ticket Prices in Half, Draws Same Crowd
MORE STORIES ABOUT LEVI'S
Marketers Share Insights on Successful Event Partnerships
Marketers Consider Coachella Too Important to Skip in Lean Times
Levi's Presents Free-to-Public Powersliding Championship With Two-Story Course
MORE STORIES ABOUT THE FADER
South by Southwest Drawing Familiar Brands to Austin
New Slate of Coachella Party Hosts Increases Nighttime Offerings
| More Suppliers/Venues to Consider |
ADVERTISEMENT |
|
|
|
Ambassador Mansion and Gardens
The Ambassador features a historic landmark, the Merritt Mansion. There are three picturesque gardens: Merritt Garden, an intimate setting for events ‛in the round“; Fowler Garden, complete with three fountains, a gazebo, and a fireplace; and the Italian Garden, which displays an arching fountain and beautiful floral grounds. More >>
EMAIL THIS RESOURCE |
|
Quest Drape Los Angeles
As the premier drape provider for events of any size, venue, or style, Quest Drape has an outstanding reputation for unparalleled customer service, as well as the best products at the most competitive prices, with flawless execution. With an extensive array of fabrics and colors to select from, accompanied by an exclusive line of unique hardware, Quest Drape can transform any venue into a memorable one-of-a-kind event. More >>
EMAIL THIS RESOURCE |
|
Wendy Creed Productions LLC
Wendy Creed Productions is a full-service event production and environment design firm that offers innovative concepts and experiential design services for Fortune 500 companies, entertainment studios, and high-profile clientele. Conceptualizing and supervising all facets of each project in turnkey fashion, Creed—a "hands-on" leader—and a team of professionals with interdisciplinary skills deliver modern, original, unique productions, always managed with business goals and financial parameters top of mind. More >>
EMAIL THIS RESOURCE |
| |
|
|
|
|
|
|
|
