Lighting Up Las Vegas with Dutch Bros Coffee

Dutch Bros wanted to create an exciting and engaging visual experience at Las Vegas’s “Life Is Beautiful” Festival. An outdoor hub where attendees could gather to create memories.

We shared their vision by making a simple, clean, bright, and colorful display that would serve as the centerpiece for an integrated media experience.

We created several renderings to ensure that our clients vision was met. Furthermore, we used nearly 100% recyclable materials in the structure to have as little impact as possible on the environment.

Primary helped Dutch Bros fabricate a structure using aluminum framing, fabric, and custom machined lettering, including the company’s iconic windmill logo. Each letter included individual colored LED lights that were programmable from a remote. The surrounding structure also included programmable colored LED lights to create further enhanced lighting.

Additionally, Primary engineered the structure to withstand 60 mph wind guests before obtaining approval to install.