Client: Bira 91
Line of business: Alco-Bev

Make Play for April Fool's Festival

Bira’s April Fool’s Day Fest is a massive showcase of creativity, and since it’s all about participation, we thought the spatial design of the event should be the same.

Together with Bira and The Irregulars, we created the “Make Play Project”, where artists competed to get showcased over various objects designed especially for the venue.

The campaign included teasers, call for entries, and social media pushes, and at the end, 7 indie artists were selected and showcased in front of the 10,000 attendees.

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Keeping in mind the atmosphere of madness, creativity, and participation that usually surrounds April Fool’s Day, we designed the space at NSIC Okhla grounds in Delhi to reflect exactly that. 

In collaboration with The Irregulars, we conceptualised and executed the “Make Play Project”, where indie artists competed to get showcased on 4 x 196 sq. ft. columns. This complemented the artwork done by two of our resident artists for the bars at the festival. The campaign included teasers, call for entries, and social media pushes that culminated with the selection of 4 indie artists whose work was showcased in front of the 10,000+ attendees. 

The first bar was clad in an edgy and isometric artwork. It was a representation of the April Fool’s universe with it’s Bira monkey centric structures. The other featured a contorted Bira monkey that lounged on the canvas, challenging space and forms to represent the playful vibe of the festival.

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