Watermelon Village Red Bull

Transforming a beach club into a watermelon paradise

When Red Bull introduced its Red Edition in 2020 it had to be celebrated. For the event the watermelon flavour of the drink became the theme. For a summery and fresh drink a coastal town became the fitting setting for the launch. Dutch beach club WIJ in Scheveningen was transformed into a watermelon paradise for ten days.

The transformation came to life with a watermelon bar, a watermelon sofa, red themed beach cushions and even a VW van in watermelon colours. This sunny and beachy watermelon take-over is the perfect place to drink your first Red Bull Red Edition. Besides the beach bar a tram in coastal city The Hague got wrapped with an all over watermelon print and Red Bull branding.

For this launch week A LOT was responsible for the creative production and styling. The watermelon theme was carried out through many custom-made installations and styling items. The beach club was transformed with a watermelon bar with bamboo elements and built in fridges, palm trees and other plants, a bespoke flower entrance and neon signage above the doors. Outside the sofas and beach beds got tailored cushion sleeves, a VW van in watermelon colours and a VIP watermelon area with custom vinyl wrap to brand all VIP seating. An illustrator created a tailor-made watermelon seed print to use on the custom pillows, vinyl on windows and as a backdrop for the photobooth. Reusable stand alone wooden watermelons were produced and used for styling purposes.