Bell x Loki Box Design at FEQ:
Interactive Experiences in the Heart
Canada’s Biggest Festival

This summer, we partnered with Bell at the Festival d’été de Québec (FEQ), the largest music festival in Canada, known for its massive main stage and a lineup of hundreds of artists. Bell’s goal was clear: create an activation that not only interacted with festivalgoers but also gave them lasting memories and a souvenir to bring home.

Turning Challenges Into Creative Solutions

The footprint came with unique challenges. Everything had to fit within a city street while still keeping traffic flowing, and the site itself was on a slope. Thanks to our talented carpenter team, the installation remained fully accessible, safe, and visually sharp despite the tricky layout.

The Split 40 as the Main Attraction

At the core of the activation was our Split 40 unit, transformed into a festival playground. Guests could scan their phones to collect points like a modern funfair and redeem them for prizes after enjoying a series of activities:

Dance station where energy met rhythm

Ticket tornado booth, where players caught flying tickets to win

AI-powered photobooth, creating custom shots with music-artist-themed visuals

Immersive Zones for Bell’s Media Partners

To complement the Split 40, we used our beam structure system to create distinct branded areas:

Énergie and Rouge FM: local radio stations hosting live shows where fans could meet and interact with on-air personalities.

Noovo TV: a larger enclosed studio space that broadcasted a live show during the festival. Afterward, the studio remained open so festivalgoers could step behind the camera and record their own clips instantly sent to them as a souvenir.

A Prime Location for Maximum Impact

Placed directly at the entrance of FEQ’s main stage, the installation greeted thousands of fans every day, ensuring high visibility and brand awareness. The result: an engaging, dynamic, and memorable activation that delivered Bell’s vision from A to Z.