The Trident brand experience at Rock in Rio was designed as a surreal and playful dive into the essence of the gum itself — turning the act of chewing into a full-sensory journey. The installation invited guests to "Unlock the Play" (#DestravaOPlay), transforming Trident’s flavor and fun DNA into a tangible, interactive environment.

Original Concept – The Winning Pitch

The first concept, which won the pitch, imagined the stand as a giant chewing gum universe. Its facade, made of oversized bubbles and candy-inspired forms, featured bold neon signage and a giant mouth entrance that swallowed visitors into the experience. Inside, a surrealist dreamscape awaited: organic shapes resembling gum structures, inflated spheres, stretchy textures, and Trident branding integrated into every inch of the space. Mirrors on the ceiling amplified the immersive feel, making the entire room pulse with movement and color. The visual language was loud, unapologetic, and playful — aiming to surprise and delight festival-goers with unexpected visuals and shareable moments.

Final Built Version – Optimized for Budget and Production

The second version, developed with adjusted scope and budget, kept the essence of the idea intact while adapting to real-world production constraints. The structure was simplified, but still impactful: a bold green and pink façade filled with branded bubbles and iconic Trident logos. The immersive interior retained its playful organic shapes and textures, now focused on key experience zones, like the “bubble selfie booths,” a GIF station where "your mouth becomes a GIF", and a DJ area where the beat synced with the pulsing gum-like space.

Despite the scale reduction, the Trident Experience remained vibrant, immersive, and photogenic — a sensorial brand journey that felt both imaginative and accessible. It successfully positioned Trident as a bold, youth-driven brand that knows how to turn flavor into fun.