SAFE HUB
Amplifying female voices, creating space, and building a more inclusive industry with 7Fest.
7Fest ‘25
Amplifying female voices, creating space, and building a more inclusive industry is a big focus of 7Fest ‘25. From line up, behind the scene’s to better experience for the 7fest community.
7Fest attracts 25,000+ festivalgoers each year, this year’s edition took place at Malieveld in The Hague.
The challenge
We were asked to shape the side programming of 7Fest, a festival with an urban mindset initiated by renowned Dutch artist Frenna. For this special female edition, our challenge was to create experiences beyond music, adding layers of engagement with a strong focus on women in the audience.
Our team handled the concepting, creative production, execution, and project management, delivering: 3 Areas, 4 Activations, 3 Brand Partnerships, 2 Supersized décor statement pieces.
the Work
The Glow Ups Area
We created the Glow Ups Area, where visitors could get a tattoo, tooth gem, make-up touch-up, nail art, a customized cap, or simply have fun at the DIY sparkle station. To make the area stand out, we designed a decorative statement piece: a 3.5-meter-high “7” covered in flowers, serving as a striking welcome sign to the beautification zone. The Glow Ups Area was buzzing all day, leaving countless festivalgoers smiling.
Safe Hub
Since this year’s edition of 7Fest celebrated women with TEMS headlining the main stage, we wanted to honor the female crowd while ensuring everyone felt welcome and safe. Together with Artistic Harbor, we built the Safe Hub, a space where visitors could pause, recharge, share, or seek support.
We transformed a showroom container into a comfortable lounge surrounded by a lush garden, offering an escape from the festival crowds. The Safe Hub was hosted by Soraya El Aouad, founder of Artistic Harbor, and provided a safe space where attendees could enjoy the festival without fear of transgressive behaviour.
Partner: Artistic Harbor
VIP / Premium Area
When the VIP deck wasn’t an option this year, we created an experience-packed VIP / Premium Area: outdoor arcades, a premium lounge, and drinks from debuting brand partner Hennessy. Guests enjoyed a specially curated menu street food, served under the shade of real Washingtonia palm trees.
To maximize partner visibility, we designed branded banners, pillows, and a 3x-wide mirror featuring lyrics of Frenna (co-owner 7Fest) like “See Them Pretty Girls” alongside partner logos. The mirror became a crowd favourite, sparking organic content as VIP’s photographed themselves in their festival looks.
Partners: Schmidt Optiek · Hennessy
Schmidt Optiek
For brand partner Schmidt Optiek, known for its luxurious eyewear, we designed a playful yet premium brand moment. Instead of the obvious, we created a supersized pair of sunglasses with mirrored lenses where festivalgoers could photograph themselves. This instantly became a hit, driving unforgettable engagement and a wave of organic content.
Partner: Schmidt Optiek
Bacardi
We negotiated a strategic partnership with Bacardi, who hosted the Caribbean stage, where headliner Kyba closed the night with full energy. To guarantee visibility, the Bacardi Bat logo floated prominently above the DJ booth, ensuring its presence in countless pieces of organic content. Additional exposure came via bannered towers flanking the stage.
The cocktails served at Bacardi’s tropical bar were in such high demand that they sold out completely, resulting in a successful day.
Partner: Bacardi
Extra Side Programming
Beyond the main activations and areas, we introduced additional programming to enhance the festival experience:
A 20-piece brass band with female dancers, moving through the grounds like a South American carnival, hyping the crowds with rhythm and energy.
A LED Ferris wheel featuring the 7Fest logo at its centre, giving festival goers panoramic views over the entire site.
Fully branded photo booths placed next to every stage and area, enabling visitors to capture their memories and take a branded keepsake home.
results
High visitor engagement: The Glow Ups Area was active throughout the entire day, with constant lines and hundreds of festivalgoers participating in tattoos, make-up, nail art, and the DIY sparkle station.
Strong partner visibility: Brand partners like Schmidt Optiek, Hennessy, Bacardi, and Artistic Harbor achieved significant on-site exposure through creative, non-traditional brand placements (mirrored sunglass’s installation, branded VIP décor, Bacardi logo above DJ booth).
Organic content generation: Multiple design elements including the floral “7,” the branded VIP mirror, the oversized sunglasses, and the Bacardi logo drove large volumes of organic social media content, extending festival visibility well beyond the grounds.
Audience impact: With 25,000+ festivalgoers on site, side-programming ensured touchpoints across multiple areas, turning passive visitors into active participants.
Memorable experiences: Activations such as the Safe Hub and carnival-inspired brass band created lasting emotional connections with festivalgoers, enhancing 7Fest’s positioning as more than just a music festival.
Commercial success: Bacardi cocktails sold out completely before closing, showing direct consumer demand and high ROI for partners.