The Label Series gave MTN DEW a "boldly refined" spin. To launch it, we took that same philosophy to the most unrefined motel we could find.
We transformed the entire grounds to fit a "boldly refined" aesthetic. Gave the place its own exclusive VFILES drop. Enlisted G-Eazy, Virgil Abloh, and Bradley Theodore to add their spin on the space. Even got members of DEW's athlete roster to be among the guests of honor.
For the weekend, this otherwise unassuming (at best) motel became the only destination worth a detour from Coachella.