Arrival & Activations
We pulled up to El Choli around 8 p.m. Crowds of excited fans lined up in their best summer party outfits — with lots of neon and bright prints — ready for an epic night of perreo. The ‘fits come as no surprise, given that Benito said he wanted this show to be more of a party than a concert. The colorful ensembles poured into the pop-ups and elaborate booths from a variety of brands, all celebrating the Ugly Primo-designed artwork of Un Verano, with sad, one-eyed hearts plastered inside and outside of the venue.
One example of a booth was the McDonald’s 360º selfie booth outside the Western entrance of the stadium that let concertgoers mark their attendance with interactive photos. These activations made for a more memorable concert experience, making it feel more like a festival than just a one-stop show.