To launch the new Kia Soul, Kia wanted to connect with millennial audiences at EDM festivals in a way that would cut through the visual chaos. Our solution was Kia Soul Station, a playful, retro-inspired “People Wash” that turned the idea of a car wash into an immersive brand experience.

Festivalgoers entered a vibrant space complete with spinning rollers, foam showers, shine and polish zones, and refuel stations, all brought to life by the electric energy of the Kia Soul sound system.

The activation merged nostalgia with modern creativity, giving festival crowds a multi-sensory experience that was as bold and expressive as the car itself.