In June 2025, Red Bull delivered an electrifying dose of storytelling and street-style grit to Governors Ball NYC with “Hidden Ave” — a high-impact brand activation that transformed a slice of the festival into a stylized New York City subway ride. Produced in collaboration with Duggal Visual Solutions and Corso Milner Group, the experience seamlessly blended music culture, urban nostalgia, and immersive design.
“Hidden Ave” stood out as more than just a pop-up — it was a fully customized buildout that reimagined the raw energy of the MTA into a branded playground of lights, textures, and sensory intrigue. Duggal Visual Solutions led the production and installation, combining their expertise in creative fabrication and technical execution to meet the demands of an outdoor festival setting.
Engineered for both durability and aesthetic impact, the activation featured:
- Durable wall panels and wrapped surfaces that mimicked the iconic textures of NYC’s subways, down to the grit and graffiti.
- Custom fabricated components for efficient transport and seamless on-site assembly.
- Immersive lighting and high-impact graphics that elevated the brand presence and drew festivalgoers in from across the grounds.
Designed to move festivalgoers from the open-air concert zone into a dynamic underground-inspired realm, “Hidden Ave” offered a physical and emotional shift — a nod to New York’s layered cultural landscape and Red Bull’s continued push for innovation in experiential marketing.
From concept to construction, Duggal helped bring Red Bull’s underground vision to life with a combination of creative engineering, logistical precision, and visual storytelling that hit all the right notes.
Photos by Duggal Visual Solutions
