The iFood space at The Town festival was a bold and immersive experience that merged urban culture with brand storytelling. The entire façade was built from a series of subway cars, instantly capturing the essence of fast-paced city life and setting the tone for a journey through creativity and connection.
Inside, each section of the structure offered a unique and engaging experience. Visitors could explore multiple immersive photo opportunities designed for social sharing, step into a live tattoo studio, or witness real-time podcast recordings featuring iFood brand ambassadors and cultural voices.
One of the standout moments was the curated exhibition of the brand’s iconic delivery bags, reimagined and hand-painted by São Paulo-based artists—each piece a tribute to the city’s diverse and vibrant street culture.
At the top level, guests were invited into a fully transformed subway car that became a futuristic nightclub. With reactive lighting and a dynamic ambiance, this immersive dance floor blurred the lines between transit and celebration—bringing the journey to a euphoric close.