Brand Experience
Civic Entertainment Group for A&E
Bates Motel SXSW
year
2015
capabilities
Project Development
Show Development & Production
Guest Journey
Design & Engineering
Art & Design
Environmental Design
Graphic Design & Branding
Event Production
Event Logistics & Permitting
Vendor Management
Technical Direction
Asset Coordination
Fabrication
Scenic
Videography & Photography
Production Management
Service & Support
Cable network A&E wanted to make a splash at SXSW to promote Bates Motel, its episodic prequel to Hitchcock’s Psycho. Working in partnership with Civic Entertainment Group, TAIT constructed a spookily accurate, fully operational replica of the iconic motel in Austin, Texas.
Having built a facsimile of the Bates Motel facade to promote season 1 of the show at SXSW, A&E challenged us to up the ante the following year. The vision was to give fright fans the real deal by building a fully operational motel—complete with blood-splattered rooms—available for creepy explorations by day and nightmare-tempting sleepovers by night.
In just three days, we constructed an up-to-code Bates Motel that was the first temporary structure ever approved by the City of Austin for overnight stays. Guests marveled at the series-accurate décor and inhabitants—including a concierge knowledgeable in all things White Pine Bay. Our interactive photo technology allowed visitors to capture branded memories, ensuring the buzz lasted far beyond the festival. By pushing creative boundaries, we delivered a uniquely unsettling experience that submerged audiences in the twisted world of Bates Motel.
The ghoulish Bates Motel activation was the talk of SXSW, with its social impact amplified by coverage in major media outlets, including Variety, Mashable, and AdWeek.
Image provided by Rukes
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