We designed The Delta Lounge, Delta’s SkyMiles member-exclusive SXSW activation in downtown Austin. A modern-retro visual look & feel, rooted in aviation heritage and expressed through bold color blocking & vibrant light flares, was carried seamlessly across the space while extending into ASCEND, Delta’s curated SXSW zine, which doubled as both a collectible & festival guide. By day, the lounge operated as an elevated retreat with exclusive merch; by night, it transformed into an intimate, invite-only speakeasy. The result was an “if you know, you know” brand experience that reached 100% capacity over five days, welcomed 4,500+ guests, drove 24K+ site visits & earned widespread industry press.