FROM KITCHENS TO VIP LOUNGES

Written By Lauren Vanderplank

URBAN FOOD BRANDS MULTI BRAND EVENT ACTIVATION

Challenge

Urban Food Brands needed a bold and cohesive environment for Barcode Festival that would:

  • Showcase their culinary innovation and brand personality.

  • Cater to a high-volume, high-profile audience with VIP hospitality for key stakeholders.

  • Provide an experiential space that felt premium and on-brand.

  • Meet tight timelines and complex logistical requirements across food, staffing, equipment, and build.

Approach

Creatisan managed the project from concept through to execution, delivering:

  • Custom-designed and built kitchen gazebo, including all functional elements, lighting, and branding.

  • VIP area complete with bars, bespoke furnishings, lighting, and a fully wrapped fridge.

  • Full kitchen and catering logistics, from smallware to chiller vans and chef team management.

  • Branded photobooth and merchandise wall, creating high-impact touchpoints for guests.

  • Comprehensive staff management, covering front-of-house, chefs, operations, and install teams.

  • Event planning and logistics, including wind management planning and on-site services to ensure safety and compliance.

Impact

  • Delivered a fully immersive brand world that embodied the Urban Food Brands identity across every detail.

  • Food sampling to a mass audience managed by 9 professional chefs delivering exceptional food service at scale, and ensuring quality under pressure.

  • Over 6,000 food sample portions served, including 2000 hot dogs, 2000 chicken and chips, 1500 beef tacos and 500 cauliflower tacos.

  • Engaged attendees through immersive brand moments, including the merch wall and photo opportunity.

  • 1,000 units of branded merchandise were distributed enhancing brand recall and 1,200+ guest photos captured, creating lasting, shareable memories.

  • Transformed the brands presence into a multisensory experience uniting event planning and operations, design, and hospitality into one unforgettable moment.

  • The ‘top secret’ VIP section offered an elevated experience for key stakeholders.

  • Wind speeds of up to 40mph managed via a structural engineer-led wind management plan ensuring safety and resilience.

  • Sales uplift: A noticeable increase in Lindt product sales was reported at the activation site during the campaign period.

Lauren Vanderplank
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