Role: Senior Designer
Client: Madria Sangria, in collaboration with Hunter Public Relations
Description:
Madria Sangria is a festive and fruity wine-punch derived from traditional Spanish and Portuguese recipes. The brand sought to create a pop-up activation that would educate and engage public interest for the brand’s varietal, Madria Sangria Tradicional.
As Senior Designer of the activation, I was tasked to conceptualize and manage the production of a pop-up that would embody the welcoming, refreshing, and laid-back energy of the product. The established creative vision was to design and build a custom Madria Sangria fruit stand that would showcase the product and brand.
The concept for the booth’s design was initially rendered in Adobe Photoshop for client review. Once the design was approved, I oversaw and managed a specialized production company in bringing the rendering to life. The structure of the stand featured two logo-routed wood bases and branded awnings connected through a centered wooden tabletop. In addition to the structure of the stand, I was responsible for overseeing acquisition of all decorative elements needed to bring the stand to life, which included the barrow wheel, chalkboard signs, faux ivy, assorted fruits, as well as the branded tote gift bags for passerby’s.
The stand was brought to life in Union Square of NYC, and Grove Street in Los Angeles. Jillian Harris and Ali Fedotowsky, celebrities from the ABC reality show, The Bachelorette, served as spokespeople for the brand at the booth. Passerby’s were gifted with branded tote bags containing additional product information and custom-designed tip cards for throwing a Cinco De Mayo at-home soiree.
