Cool Room, Hot Tracks

To drive consideration and advocacy for BWS among MilZ audiences, we created a truly disruptive experience that embedded the brand firmly within music culture. Welcome to The Cool Room.

We re-imagined the concept of the traditional in-store fridges as a large-scale touring “ice-cube” featuring the hottest live music acts including Fisher, G Flip, Armani White, Jungle Giants, Lime Cordiale. The Cool Room wasn’t just an event – it became a credible music platform and the coolest place to be over the summer.

Our giant walk-in fridge was designed with content and shareability in mind. Every detail – from the illuminated fridge stage design and fluffy earmuffs to the ice-cream collabs and music-timed cascading snow – delivered a theatrical and multi-sensory experience that gave the fans the literal chills and thrills.

Launched at SXSW Festival, The Cool Room toured 4 states and delivered massive cultural impact with 4.3 million social views and over 17 million dollars in earned media value.