VidCon Booth, Brand Activation & VIP Area
AGENCY JACK MORTON
A 40’ x 40’ immersive environment designed around communication, connection, and flow.
Built for VidCon, one of the world’s largest creator conventions with over 75,000 attendees, the Instagram booth was designed as a continuous, circular experience that encouraged organic movement and spontaneous interaction. The rounded layout guided visitors seamlessly through the space, allowing people to naturally run into one another while maintaining a clear, intuitive flow across multiple activations.
At the core of the booth, a central periscope element visually and conceptually connected the installation to the wider show floor, reinforcing Instagram’s role as a platform that links people, creators, and conversations in real time. Throughout the experience, attendees could engage with interactive moments that allowed them to send live messages directly to their favorite creators while they were in the VIP area, bridging the public floor and private creator space through active communication.
Eight activation zones surrounded the structure, including discovery rooms, an anti-bullying throne focused on positive messaging, and a “real-life book” experience made up of physical pages formed by filters, elastic passages, and crawl-through environments. An open central plaza anchored the booth, hosting social moments such as face painting and shared activities that invited pause, play, and connection.
Located on the first floor, the VIP area expanded the experience with exclusive, highly shareable activations for creators. Highlights included a foam pit, a patch and sweet bar where influencers could personalize their own denim jackets, a rotating chair inspired by classic fairground cup rides, and surprise photo moments such as an immersive emoji-heart installation. These playful touchpoints encouraged self-expression, content creation, and genuine connection between creators.
The result was an immersive brand world that translated Instagram’s core value—communication—into physical space, blending architecture, interaction, and storytelling to create a memorable, human-centered experience at scale.
