The Bacardi Rum speakeasy pop-up, in partnership with Stadium Goods, will kick off in June.
At first glance, the event will appear to take place at a traditional Stadium Goods sneaker store in New York with custom Bacardi x Stadium Goods merch offerings. In a nod to classic speakeasy cocktail bars, the surprise will lie in a secret entrance behind the stockroom door where attendees will be immersed in a lively, Caribbean-inspired Bacardi celebration, with pop-up musical guests, exclusive Bacardi rum cocktail tastings, and more. The pop-up will be open to consumers aged 21+ on June 8, by RSVP only.
To ensure everyone who attends a Bacardi party this summer is equipped with the perfect pair of 'dancing shoes', Bacardi will gift attendees the Dancing Shoes NFT, an exclusive digital wearable created in collaboration with creative visionary and founder of the streetwear brand Staple, Jeff Staple, and web3 studio, Kollectiff.
Dropped into guests' digital wallets during the event, the NFT will appear with a purposefully simplistic design, allowing for individual customizations by interacting with various elements within the temporary retail store. Those who complete the NFT customizations at the event will have a chance to forge their digital creations into a one-of-a-kind physical pair of sneakers—their one-of-a-kind Dancing Shoes—that will be delivered directly to them this summer. party this summer is equipped with the perfect pair of 'dancing shoes', Bacardi will gift attendees the Dancing Shoes NFT, an exclusive digital wearable created in collaboration with creative visionary and founder of the streetwear brand Staple, Jeff Staple, and web3 studio, Kollectiff.
After the New York launch, an all-new Bacardi "Do What Moves You" Snap lens will be available o 21+ Snapchatters throughout the summer. This new-to-market technology, developed for Bacardi by Snap, features a custom augmented reality lens including a specially-commissioned music track, "Siéntelo" from the brand's first-ever original EP, now available on Spotify, which will adapt based on users' movements to create a wholly new rhythm that's unique to you.
A revitalized Bacardi summer festival season, starting with Governor's Ball in NYC on June 9th and continuing through Lollapalooza (Chicago), Life is Beautiful (Las Vegas), Parookaville (Germany), Lowlands Festival (Netherlands), and more. Festivalgoers who visit the Casa Bacardi festival experience will be treated to cocktail offerings, exclusive merch drops, and further chances to customize their Dancing Shoes NFT.
The campaign will conclude in October with a final pop-up ahead of Amsterdam's biggest dance music festival.