Create Xanadu - Style Creator and Desiger in Minneapolis, MN

Fender

The Brief

To relaunch their 51′ Stratcaster, Fender took over a musical venu for ACL and built it out as a portal in time. Xanadu got the call to design and build a space that would be an all-sensory experience. Transporting guitar lovers to a 1951 Rock and Roll den.

fender logo

Think, Imagine, Create

Xanadu envisioned a space where the spirit of rock and roll is not just observed but felt, creating a maximalist chic, rock and roll den that echoes the iconic essence of Fender. With bold colors, dynamic patterns, and richly layered textures, we aimed to establish an ambiance that is both moody and authentically soulful, perfectly aligning with Fender’s legendary status. The goal was to immerse visitors in an environment that celebrates the intersection of music and design with soul.

We infused the project with thoughtful set design and storytelling, incorporating layers of details that ensure every viewpoint was undeniably photo-worthy. By focusing on both the grandeur and the minutiae, we crafted an experience that captures the essence of Fender, engaging visitors in a narrative that is both visually spectacular and nonchalantly cool. This blend of heritage and innovation not only pays homage to Fender’s storied history but also cements its place in modern design, proving our expertise in creating spaces that resonate and inspire.

*agency partners Maggarah jesse and Street factory media

What We Did

  • Brand experience
  • Creative Direction
  • Interior design
  • Set Fabrication
  • Event Producing

Featured

Fender Gallery

Peruse the Fender project gallery to immerse in the moment, where every frame celebrates the seamless fusion of design and melody, epitomizing this landmark collaboration.
Two men playing guitar in a creatively designed room with flowers.
A woman performing on an electric guitar in front of a microphone, showcasing her unique brand identity through her musical storytelling.
A creative agency designing brand strategy for a crowd of people at an outdoor event at night.
A vibrant yellow electric guitar on a sleek black background.
A living room with a lot of vibrant pictures on the wall.
A woman playing an electric guitar in front of a microphone, showcasing her brand strategy through captivating storytelling.
A man playing a guitar with creative agency
A man captures the essence of design by photographing a captivating blue electric guitar on display.
A living room with a pink chair and a lamp.
A row of guitars on display in a creative agency's immersive environment.
A immersive living room filled with a yellow couch and framed pictures, creating a storytelling environment to enhance brand strategy.
Fender, a brand renowned for its exquisite design and captivating storytelling, creates a unique brand identity that sets it apart from competitors.
An immersive environment where a woman in shorts captivates audiences with her guitar playing, using storytelling as a powerful brand strategy.
A person's hands expertly manipulating a DJ turntable, showcasing their storytelling prowess in the art of music.
A yellow electric guitar is sitting on a table in an immersive environment.
A creative agency bringing storytelling to life through an immersive environment, showcasing a crowd of people standing in front of a fender sign.
A creatively designed living room with stylish couches and a guitar, telling a captivating story through its brand strategy.
An individual showcasing their brand identity through guitar play, creating a captivating and unique storytelling experience in front of a coffee table.
A room with a pink chair and green wallpaper.
Fender, a renowned brand in the electric guitar industry, offers fine craftsmanship and exceptional tone. With a strong focus on design and brand strategy, Fender consistently delivers high-quality instruments that emphasize