We created Camp Hazy, a color-saturated, playfully immersive brand environment designed to introduce Sierra Nevada’s Hazy IPA to a younger, new-to-IPA audience. Built around the brand’s teal and yellow palette, the space featured blue custom mural walls, blue turf flooring, and a kaleidoscopic mirror light tunnel that delivered a high-impact entry moment.

The experience extended beyond the bar through a series of interactive and sculptural elements. Giant illuminated oranges were fabricated, transforming flavor into a physical experience. A faux campfire lounge, complemented by custom hops-shaped chairs that reinforced the camp narrative. Interactive moments included a custom-built tree with a fully functional Hazy IPA tap, while a Sierra Nevada bear mascot in a custom Camp Hazy vest roamed the festival grounds — serving beer, engaging festivalgoers, creating photo moments, and even crowd surfing — becoming a highlight of the weekend. Together, these elements drove sustained engagement and contributed to a spike in bar traffic and sales throughout the festival.

Camp Hazy blurred the line between bar, art installation, and performance — turning brand engagement into a festival-wide moment.