In The Ridiculously Comfortable Zone.

Reef Del Mar Activation
Creative Direction / Experiential

The Ask

Bring Reef’s “Ridiculously Comfortable” philosophy to life at the Del Mar Wine + Food Festival. Create a welcoming experience that gives people a reason to step in, kick back and discover the brand.

Our Approach

We transformed a festival footprint into an open-air Reef clubhouse designed for kicking back and getting comfortable.

Footwear try-ons, icy blue cocktails, surf films, a curated soundtrack and custom Rob Machado surfboards up for grabs. Every detail was designed to make the space feel less like a booth and more like somewhere you'd actually want to hang out.

The Output

The result was a hospitality-driven activation that brought people in, got shoes on feet and gave guests a reason to stick around. Rather than telling people how comfortable Reef feels, we let them find out for themselves.