Deadwood, South Dakota, United States
Long-term client Subaru required a unique product launch that would attract media and convey the advantage of the 2018 Crosstrek against a brand-appropriate backdrop.
Unable to find reasonable accommodations near Deadwood, South Dakota, for a car launch event, we opted to build our own. We found land in the Black Hills, partnered with a tenting company from San Francisco, and hired a well-known chef from Portland, Oregon, to create a glamping experience never done by an automotive manufacturer. We set up more than 40 individual sleeping tents, built an industrial kitchen, and brought in high-end showers and toilets.