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Bringing the online to offline
Challenge
The YouTube Festival is an event that aims to bring together the driving individuals of the platform, content creators and advertisers. This was the first edition of the YouTube Festival that embodied a festival atmosphere, with each element carefully designed within YouTube’s brand guidelines.
The goal was to transform the venue into a dynamic, interactive space that felt distinctly like YouTube, while still offering the excitement and creativity of a festival environment.
Departments
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01. Brief
Create fresh moments that deliver a compelling wow factor. The challenge was to select a venue and concept that conveyed a festival atmosphere rather than a traditional keynote-like event, ensuring an entertaining experience tailored to a younger target audience of content creators and advertisers. Ultimately, the goal was to enhance the fun factor, making the festival a engaging and individual celebration of creativity and digital content.
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02. Designer insights
“For the main stage, we focused on creating open layers with plenty of LED screens to mimic the feeling of browsing YouTube, where videos are always within reach. We wanted the stage to feel like you’re surrounded by content and can explore different experiences, just like navigating through the platform.”
- Eva Wesselink
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03. Concept
At YouTube Festival, we created an experience that blends a festival experience and the traditional keynote-type event but reflecting the platform’s dynamic nature. From the moment festival-goers step in, they’re transported into a world where creativity meets technology. Every detail - whether it’s grabbing a custom YouTube poncho during an unexpected rain shower, or collecting tokens by simply uploading content - has been designed to make the atmosphere feel both familiar and refreshingly different.
The festival layout encourages exploration, much like YouTube itself. Interactive installations, video, and innovative tech let attendees shape their own journey, presenting YouTube’s ethos of personalized content. From strutting down the LED catwalk to hanging out at the YouTube Camping area, each moment resembles the brand's identity.
With cleverly designed spaces and routes, every guest is given the chance to be at the center of the action, discovering new ways to connect with their favorite creators and brands. By merging physical space with the digital pulse of YouTube, this festival redefines how we experience entertainment, advertising, and community in a one-of-a-kind setting.
Play BEHIND THE SCENES
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04. Results
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