Doodles needed to make a splash during SXSW, and show how a new digital-first IP can stand shoulder-to-shoulder with some of the largest consumer brands in the world. We secured a 10,000 sq ft raw warehouse venue on the other side of the main convention hall. Then, we transformed the space into a dazzling immersive adventure that plunged visitors directly into the pastel rainbow universe of the Doodles. A 30-foot Doodles mascot facade was erected, and guests entered through the mouth which became a rainbow tunnel leading into the main space.
The experience was centered around a three-part narrative, with each stage of the journey guided by a projection-mapped Doodles character that came to life through voice actors. Along the way, visitors enjoyed Doodles-inspired coffee, a hot noodle bar, Doodle nail painting, a popsicle cart, a bar, and an interactive digital canvas that guests could 'spray paint' using custom RFID 'spray cans'. Exiting through a gift shop, the merchandise displays came alive with an interactive pin dispenser, a golden ticket accessible only to Doodles' superfans, and a robotic trolley that brought guests their purchased merch. The three day attraction concluded with a secret concert headlined by Diplo.
Doodles SXSW was the talk of that year's festival, drawing over 6,000 attendees, and ultimately hailed as an industry-defining moment for Web 3 experiential design.
"SXSW Goes Crazy for Doodles...
...NFTs called Doodles are a hit at this year’s festival..."
...NFTs called Doodles are a hit at this year’s festival..."
- Wall Street Journal
