Bacardi Create Immersive Haunted House in Brooklyn

Brands love to capitalize on holidays, especially Halloween. For Bacardi, it's a much more natural fit—the bat logo lets the brand lean into that aesthetic. Last weekend, Bacardi unveiled its latest Halloween effort, an immersive haunted house called "Nocturnal Awakening," from Kenzo Digital.

Staged inside a party at Brooklyn Navy Yard in New York, the haunted house installation was constructed in just three days and drew roughly 400 attendees including famous faces like Emily Ratajkowski, Alicia Keys and Baz Luhrmann.

The labyrinth-like experience was meant to be unlike a traditional haunted house, according to Kenzo Digital, the artist, director and founder of the immersive storytelling agency of the same name. It was also a way to create content for the brand.

"I've always wanted to do my own rendition of a haunted house and use some of the technologies from my past projects to essentially integrate them to create extreme tension and suspense from technology—but completely outside of the language or the tropes of a regular haunted house," Digital said. "There's no axe-man or blood or anything like that. I wanted to make something that was more along the lines of a Black Mirror or Suspiria."

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