Mountain Dew has created the Mountain Dew Label Series, which is a line of premium sodas that have been crafted with unique flavors and herbal / citrus bitters. It's a more sophisticated line, featuring the new apple-kiwi flavored Mountain Dew Green Label and the citrus flavored White Label. This awesome new version of the classic drink is teaming up with G-Eazy for it's big launch. Mountain Dew is taking over the Musicland Hotel in Palm Springs, California on April 15-16 during the height of festival season. The best part is that this 2 day Label Motel event will open to the public. Everybody can come hang out and sip on some delicious Mountain Dew Label Series while immersing themselves in a series of unique moments centered around music, art, style, technology and mixology.
The event will feature a headlining performance in partnership with iHeartRadio by rapper and record producer G-Eazy, as well as DJs sets by Virgil Abloh and more. The fun doesn't stop there, though, because a dope merchandise collab with NYC based company VFILES is also happening. They're going to create a Mountain Dew Label Series capsule collection that will debut at this launch party. The collection includes t-shirts, crop-tops, Hawaiian shirts, beach towels, bandanas, and hats. Guests will be able to purchase the merch on site, which is so convenient. VFILES will host a brunch and pool party on Sunday, as well, so you definitely won't want to miss this.
Mountain Dew is pulling out all the stops. Famed street Bradley Theodore will take over a Label Motel suite and create an interactive art installation, as well as other art-inspired activities like face painting throughout the weekend. I mean, come on, who doesn't love a good face painting?! It's perfect for the Insta. Theodore is known for his bold painting style and Día de Los Muertos-style murals popping up all over the world.
In addition to the art installation, another motel room will be transformed into a technology haven featuring a one-of-a-kind virtual reality experience, titled “DEW VR Beat Drop,” that transports viewers to a classy lounge party with a bit of twist: when the music beat drops, so does the party. Mountain Dew is taking parties, music festivals, and soda drinking experiences to whole new levels at Label Motel.