Capital One Cardholder Lounge | Outside Festival
Denver, CO | Civic Center Park | May 31,2025 - June 1, 2025
Creative Direction | Brand Identity | Production Oversight | Design/Project Management
The Challenge: As the title sponsor of the inaugural Outside Festival, Capital One aimed to make a bold impression while staying true to its brand promise of delivering unique value to cardholders. The challenge was to create a standout presence that would resonate with the outdoor enthusiast audience, offer meaningful perks, and elevate the overall festival experience.
The Strategy: Engine Shop Agency partnered with Capital One to design and execute a premium, outdoor-inspired lounge that offered an inviting retreat for festival-goers. In collaboration with REI Co-op, the activation featured exclusive benefits and enhanced access for REI Co-op Mastercard holders. The space not only highlighted Capital One’s commitment to cardholder experiences but also set a new standard for VIP engagement at the event.
The Creative: The team created multiple bespoke moments; a custom limited edition REI x Capital One branded bandana station, a ‘refresh’ station that included items to stay fresh all day, a premium food station and unique photo opp area. The team also designed all signage, interior and exterior wall designs for the entire footprint and all other designs needed to make the activation a cohesive experience for all cardholders. Creative also designed and produced all décor, furniture, collateral, merch and full design of the space.
Brand Impact
o 3.5K+ Total attendees across both festival days
o 2.5K+ Attendees that are Capital One Cardholders & REI Member
o 50K+ Social Media Impressions
