Barilla Protein+ 25th Anniversary

To celebrate 25 years of Barilla Protein+ pasta, IRL brought the brand to life with a vibrant beachfront activation in Chicago that blended food, fitness, and feel-good summer energy. Set against the backdrop of Lake Michigan, the experience, in conjunction with the annual Big Dig volleyball tournament, invited guests to engage with the product in a fresh, active environment through interactive moments, sampling, and bold visual branding.

Guests enjoyed delicious Protein+ pasta chef creations, themed cocktails, and relaxed in a thoughtfully designed beach footprint that balanced functionality with brand storytelling. IRL managed permitting, beachfront logistics, fabrication, and every detail to deliver a high-impact, consumer-facing celebration.