Number Project/Four Loko

Four Loko, one of the most explosively popular beverages at the time of its release, wanted to make a significant impact with their exhibit at ComplexCon, one of the most relevant events in the pop culture space today. Their main goal was to revitalize the Four Loko brand through product sampling and fun experiences. To accomplish this goal, Gilbert designed an immersive bodega, inspired by the activations Four Loko creates at convenience stores across the country, to serve as a platform for activations and a party-like atmosphere that would drive traffic to the exhibit.

Complete with a famous DJ and product giveaways, the exhibit served as a hangout for attendees and a place to rediscover the Four Loko brand. Four Loko experienced massive foot traffic throughout the show, saw a big social media spike, and was highlighted by Complex, the show’s producer, for their strong presence at the show.