SDI Marketing partnered directly with ASTOUND to create an upside-down house pop-up experience for UP Cannabis that would travel across Canada to different festivals and concerts. The inside of the house was a shareable photo opportunity for festivalgoers which featured furniture and décor stuck to the ceiling – the ultimate flipped Instagram! The roof of the structure—the “Basement”—served as an exclusive viewing platform for the shows and fireworks.
Once festivalgoers catch a glimpse of the bright yellow upside-down house, it becomes hard to ignore and curiosity starts to settle in. Guests approach the house and formed a line at the white picket fence out front. Once inside, a dedicated photographer snapped photos of the guests enjoying the bizarre inverted living room and provided a link for the guests to download their photos after the show (after capturing their email address).