The company has planned two separate activations for the festival’s dual locations. At Leeds, the drinks brand will host a live music stage, to be opened by its Here to be Heard DJ competition winner and closed by Radio One DJ Zane Lowe.
Paul Campbell, account director at Vision Nine, told Event the stage will be moved to a new, tree-lined avenue location this year and will feature projection-mapping content. Opening at 11pm, the branded stage aims to be the number-one destination for festival-goers after the main stage closes.
Relentless will also open up a kiosk at Leeds, which will give revellers the chance to busk for a freebie.
At Reading Festival, the drinks company will host a VIP area for artists, music managers and label representatives to relax, listen to live percussion sets and DJs and sip on a Relentless cocktail.
Vision Nine will also create a number of experiential pop-ups for Relentless throughout The Village section of the festival, including a photobooth, a live DJ set, street art, a listening booth and an interactive message board.
The highlight of the Reading activations is a shop inspired by Relentless’ @No. 5 retail space in Denmark Street, London. Alongside energy drinks available to purchase, the shop will also feature live music, a tattoo studio and a custom screen-printing area.
It is the fifth year Vision Nine has worked with Relentless on the rock festival activations. Campbell added: "We’ve really stepped up the activations at Reading this year. We’ve taken the essence of the @No. 5 record-store environment and recreated it as a pop-up."
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