In celebration of General Mills 40-year partnership with the Star Wars franchise, IDL brought far-away galaxies to earth’s door with an out of this world pop up activation at the premiere of the latest Star Wars installment, “The Rise of Skywalker”.

Our Mills Galaxy ‘space station’, erected outside of the El Capitan Theater in Hollywood, consisted of two large geodesic domes, each with its own unique experience spanning the 3 Star Wars Trilogies from 1977 to 2019. Upon entering the first dome, superfans, celebrities, and influencers were welcomed into our Mills Galaxy cereal bar – inspired by the iconic Mos
Eisley Cantina scene from Episode IV A New Hope – where they could taste cereal-themed mocktails and learn more about General Mills Star Wars partnership through a curated display of cereal boxes and toys. Moving into the second dome, through a Death Star-inspired portal, visitors were transported through time and space to the epic lightsaber battle between Kylo Ren and Rey – Episode IX The Rise of Skywalker – as an immersive social media experience with full 360 degree projection mapped environment.

Creative Direction: Aaron Carlsson
Lead Design: Tracee Enayah
Art Direction: Derek Walker
Design Support: Brandon Hrycyk + James Jensen + Jeana Beyers
Account Management: Bryan Humphreys + Chase Faulkner
Project Management: Shannon Case
Project Engineering: Greg Schaal
3D Visualization: Henry Becker + Keoki Welsh
Production: Marketcraft + Matchless Builds
3D Projection Design: Dot Dot Dash

ClientGeneral Mills x Star WarsServicesStrategy, Design, Installation, Technology Integration, Cross Brand Collaboration, Production, Event Management, Social Media Impact

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