C4 Smart Energy Host Creative Space And Custom Streetwear Lab At SXSW

This year the SXSW [South by Southwest] Conference and Festivals returned to Austin, Texas, for a 10-day event this March, where music, film, and many other forms of creativity gathered. Bands flocked to Austin to entertain local music lovers and those visiting the town, while film screenings happened throughout the city.

Among all the music, C4 Smart Energy, the Official Energy Drink Brand of SXSW, hosted a unique consumer experience, the C4 Smart House. Festival attendees were energized by creative and inspirational activations designed to immerse SXSW fans in the C4 Smart Energy lifestyle.

The C4 Smart House featured different experiences, including an immersive video experience, a community photo engagement, and an outdoor oasis to taste the new flavors of the energy drink. An invite-only event on Wednesday, March 15, featured an exclusive performance by Harlem-based artist Austin Millz. Lil Yachty also stopped by the venue for a sample of C4 Smart Energy one night before his scheduled performance on the Billboard stage was canceled after a soaking Texas-style lighting storm.

As part of the experience, guests got to explore their inner street artists and create one-of-a-kind graffiti-style streetwear. A customization station was set up inside the activation spaced, designed with graffiti from local Austin artists, paying homage to creator culture.

This fashion-forward experience is designed to embody the brand’s upcoming campaign, “4 Moments Of”, which focuses on fashion as one of the four experiences inside the space. The C4 Smart House will allow guests to express their creativity and embody their moments of greatness in their clothing.

Guests chose an item of streetwear to express themselves on. Available for personalization were bucket hats, heavy cotton drop shoulder hoodies, and tote bags using stencils created by local Austin artists. Within the experience, guests will explore their inner street artists from a rack of streetwear staples.

C4 Smart Energy partnered with local Austin artists Nick Iby and Jenkins2D to create the stencils as a homage to both the brand’s and the festival’s hometown roots. Additionally, guests captured their new custom fashion in an image where they could personalize a message “4 MOments Of” over an image.

Robert Zajac, Chief Marketing Officer at Nutrabolt, the parent company of C4 Smart Energy, says, “the creative energy that exists within SXSW is the perfect launch pad for our newest C4 Smart Energy product line, and we look forward to energizing this incredible festival with products and experiences that maximize the greatest moments of SXSW.” This interactive pop-up is C4 Smart Energy’s role in unlocking moments of greatness at SXSW. The creative space is an intersection of art, technology, and culture, creating a first-of-its-kind space for thinkers, creators, and doers.

“We wanted to create an oasis for guests within the SXSW event and give them the space to channel their energy into something creative and ownable,” says Matt Salvatore, Vice President of Creative at Nutrabolt. C4 Smart Energy brings a new hands-on experience to the SXSW festival.

“With the C4 Smart House, we’re leaning into Smart [Energy]’s role in creating small moments that shape the larger journey, putting raw creative energy in the hands of the consumer, and allowing them to manifest their own moments,” Salvatore concludes.