Hot on the heels of developing the Subway Fresh Forward global restaurant concept, FRCH was approached to conceptualize a traveling pop-up activation to hit the road for a series of summer music festivals across the country.
Building off the momentum of Subway's new restaurant image and visual identity, we looked for opportunities to amplify and distill the brand's expression for the music festival masses. We envisioned a Subway branded oasis to pulsate with the energy of a music festival. Leveraging our green architectural fin from the new restaurant concept, we established a festival sized beacon to hold the visual identity and help attract festival goers to (and ultimately into) the activation. Once inside, the green fin becomes the basis for our live stage feed, illuminated focal, and DJ booth. In addition, the experience includes lounge seating, charging stations, interactive photo opportunities, and of course free, freshly made sandwiches.