To promote the launch of its new peach flavor, Red Bull has tapped in with the Peach State and partnered with BOSCO’s Atlanta-based SLUG Agency to create an interactive outdoor experience—the Peach Treehouse. Located at New Realm Brewing Company, the Peach Treehouse welcomes visitors to taste the new flavor, socialize, take Polaroid photos, and enjoy panoramic views of the city.
The Peach Treehouse was unveiled during a private launch event on Friday, March 29th, introduced by model and brand ambassador Nikia Phoenix and featuring sounds from DJ OHSO. During the launch, a curated guest list of influential Atlanta creatives explored the treehouse, enjoyed a private peach-themed barbecue dinner, Red Bull Peach Edition-infused cocktails, peach s’mores, and exclusive giveaways perfect for the season.
The Peach Treehouse / Credit: Brian Hall
Credit: Brian Hall
SLUG Agency’s India Nabarro, a key designer of the treehouse, believes it’s the perfect representation of Atlanta’s community.
“Atlanta represents a lot of collaboration and diversity, and we really wanted to capture that,” Nabarro said. “We created something that engages with the people and promotes the product, but we’re also providing a cool activity that allows people to enjoy the weather and welcome springtime.”
Co-designer Paula Cuevas shared similar sentiments.
“Red Bull asked us to show what Atlanta meant to us: we wanted to represent the DIY community and translate that to art.”
A unique feature of the treehouse is its urban rock climbing experience, led by Red Bull athlete and professional climber, Claire Buhrfeind. She’s excited to see how the city responds to it.
“It’s a really good thing for the community to have; it’s something that brings people together and is easy for people to get into,” Buhrfeind said. “It’s beginner friendly, it’s a great workout, and it’s a very friendly space. This gives people an opportunity to relax and try something new.”
Claire Buhrfeind at the Peach Treehouse / Credit: Brian Hall
The Red Bull Peach Treehouse is open to the public until April 7th, from 11 a.m. to 7 p.m. on weekends and 4 p.m. to 7 p.m. weeknights. Learn more about the Peach Treehouse here.