Citrix Brand Activation @ SXSW

14B Marketing was the experiential production agency tasked with creating a multi-day creative activation for Software Company, Citrix, at The Fast Company Grill during SXSW. Brand’s Goal: An ‘instagrammable’ activation space, that engages our Opinion Maker Audience and motivates them to share. Ideally, we’d like to walk the line between having a buzzworthy space while also optimizing towards what’s functional and accessible. The brand’s theme was “Inspired Past. Bright Future: A Better Way to Work” The footprint featured an Instagram moment composed of three unique era-themed workspaces. The 1980’s (when Citrix was started), 1990’s & FUTURE. Each moment featured custom fabricated signage & vintage props. Across from the photo-worthy desk space were three functional work pods mirroring the aesthetic of each desk across from it. These soundproof pods allowed guests of the Fast Company Grill to take phone calls, charge electronics and work without interruption. Small details adorned the entire space – from mocks of Citrix’s cloud on the Future’s laptop & cell phone, vintage desk details, and a monochromatic theme with high-impact visuals in the form of Citrix-branded signage. Eye catching elements like neon, chrome, metallic details & backlighting make each one of these sets “Insta-worthy”.