Every year, the Jakarta International BNI Java Jazz Festival pulls together a crowd unlike any other global jazz icons, up-and-coming artists, cultural tastemakers, and thousands of fans who treat the event as a pilgrimage. But this year, amidst the music and lights, one installation caught everyone’s attention: a massive dome glowing with sound, color, and curiosity. It was the product of a bold collaboration between MLDSPOT and creative studio Wolfgeng, and it wasn’t just an Instagram backdrop it was a full-on sensory experience.
A New Chapter for Experiential Branding at Java Jazz
MLDSPOT, a digital platform known for merging music, culture, and lifestyle, teamed up with Wolfgeng part of the Lup Agency to bring a unique design and branding space to life. The theme was “Spectrum of Collaboration”, and the goal was simple: create a physical space that reflected the spirit of jazz improvised, layered, and alive with cross-genre creativity.
The festival, widely regarded as one of the largest and most respected jazz events in the world, served as the perfect canvas for this experiment. Brands have long used Java Jazz to make statements, but few have taken the immersive route that MLDSPOT and Wolfgeng explored this year.
The Dome That Clicked
The center of attention was a colossal capsule dome, inspired by MLDSPOT’s product design specifically its cola flavor and “capsule click” feature. But this wasn’t a sales pitch in disguise. Visitors were invited inside a multi-sensory playground: MLDSPOT merchandise on display, a bar and lounge for downtime, and a mini stage where DJs and live performers played sets throughout the festival.
“We wanted to design a space that felt alive something that didn’t just sit at the festival but became a part of it,” said Herry Mahardika, Creative Business Director and Partner at Wolfgeng.
The Anatomy of the Experience
Wolfgeng’s design took cues from both brand storytelling and the rhythm of the festival itself. Visitors entered through dramatic gates that led to an immersive tunnel setting the tone before the main experience even began. Bold totem signs served as both art and wayfinding, while a photo booth invited festivalgoers to capture the moment.
Every inch was designed with intention. From layout to lighting, the installation was more than decorative it was a social hub that encouraged connection, performance, and pause. Inside, attendees could sip drinks, shop limited-edition merchandise, or just take a break from the festival’s non-stop energy.
Albert Chan, CEO of Wolfgeng, emphasized the importance of building something that “felt true to both the brand and the festival,” adding, “Jazz is all about collaboration and so was this.”
Designing with Jazz in Mind
The team behind the experience included a lineup of top creative professionals. Irfan Zayanto served as Creative Director, with visual execution led by Senior Art Director Gabriel Pellupesy and Senior 3D Designer Adie Didot. Graphic elements came from designer Gloria Wauran, while Dedy Rukmana brought additional creative support as Jr. Art Director. Behind the scenes, Dyah Ayu Dwi Dhamayanti managed logistics as Account Manager.
The visual and video documentation, key to extending the installation’s life beyond the festival, was handled by photographer Irfandaris Saputra and videographer Arif PH.
Why This Matters
This collaboration signals a shift in how brands show up at festivals. Instead of plastering logos or staging one-off performances, MLDSPOT and Wolfgeng crafted an experience with staying power. It felt native to the event, aligned with the music, and offered something more than a passive interactioncit offered memory.
What this really means is that festivals like Java Jazz are no longer just about music. They’ve become stages for brand identity, creative risk, and cultural storytelling. And if this year’s capsule dome is any indication, the bar just got raised.
