2019 Outside Lands Music and Arts Festival
The Outside Lands Festival in San Francisco draws over 200,000 people to Golden Gate State park for a 3-day experience of music, food, wine and more. I worked as a member of the Creative Production team at Superfly on the design, production and installation of sculpture, props and wayfinding signage, as well as helping shape a new dedicated area for cannabis consumption and sales, known fondly as “Grasslands”.
The 2019 festival was the first to legally sell cannabis and allow consumption onsite during the event. The branding of Grasslands was an extension of the larger Outside Lands brand, but sought to cultivate a world-within-a-world that evokes all the small-town feels.
The layout of the vendor area was set up to feel like a small “Main Street” and was anchored by a Post Office where guests could send a postcard from the festival to anywhere in the US as well as a town monument to “Mary Jane”.
