To organize the annual party equally loved by the brand and the guests, but to spice up the usual format with a unique concept, venue and new entertainment activities relevant to the target audience.
In September 2018, the Jameson whiskey brand took over one of the more obscure industrial locations near the very center of Moscow to organize the fifth local festival for friends and neighbors.
Jameson Block Party 2018 under the Restricted Area concept turned the territory of an industrial zone awaiting overhaul into a familiar courtyard where everyone feels comfortable surrounded by their friends.
Specifically for this event, graphic artist Ilya Keuc, well-known in Russia and abroad, drew comics telling stories of the heroes of previous festivals.
As usual, guests of the legendary party had a lot to see, to do and to taste: floor billiards, a shooting range and many other outdoor games; cocktails based on the iconic Irish Jameson whiskey accompanied by street food from favorite Moscow eateries – and all this in a distinctive urban setting.
Just like at previous parties, a whole troop of musicians and DJs set a cheerful mood and rocked the dance floor. Ginger Snaps, a British indie pop band, was the headliner that gave its début concert in Russia and demonstrated an experimental sound that synthesizes techniques from different musical genres. They were joined by an original representative of the Berlin club culture Sarah Farina with futuristic sets in her own style of Rainbow Bass. Moscow clubs' residents joined the foreign stars: an old favorite of electronic music fans DJ Lipelis, a trendy duo DJ Mark Schedrin & Timofey and virtuoso turntable veteran DJ Pirumov.