BONNAROO - HAPPY ROO DAY!

GOAL

Quantum Arts connected the major music festival, Bonnaroo, with Matthew Shultz of Grammy winning rock band, Cage the Elephant, to have Matthew curate and produce a newly launched plaza within the campgrounds at the festival. 

APPROACH

Quantum Arts created “HAPPY ROODAY!” which was a celebration of life’s most vital process: regeneration. Beginning with sketching out our ideas through illustrations, we then built a team of around 40 experts within the festival space including a production team, cultural programming team, a community mascot (named Baby Roo), a brand ambassador team and yoga/meditation teachers. The interior of the immersive installation was a stark contrast to the surrounding landscape - swaths of glittering mylar adorn almost every surface, oversized and distorted party decor creates an otherworldly spectacle and the theme of repetition, rebirth, and reflection is cohesive throughout. From the expansive mylar chandeliers to the giant 10 foot birthday cake the space invited guests to forget what you know of your future and past, join the party and dance. Programing for the four day festival included “Saturday” Morning Cartoons, surprise artist performances by Cage The Elephant, Glitch Mob and over 20 other artists, Watercolor Portraits With Lissie, Karaoke Dokey With Okey Dokey, and more. 

RESULTS

60+ hours of cultural programming throughout the weekend. Press highlights included Rolling Stone calling our activation “One of the best moments of the music festival”, multiple state and National print newspapers and online coverage, millions of impressions on social and more.

Check out Rolling Stone’s coverage of the event here!