High-End Custom Manufacturing Company

Celsius Activation

MJY Fabrication partnered with Cruel Inc and Celsius Energy Drinks to design, build, and deploy a custom activation booth for three major Canadian events. The structure needed to reflect an existing Celsius activation used in the U.S. market, but with enhancements tailored to Canadian venues, outdoor environments, and repeated festival use.

Our involvement spanned the full lifecycle of the project:

Design interpretation and technical development
Fabrication and finishing
Lighting and electrical integration
Modular engineering for transport
Multi-event setup and teardown
Mid-season redesign to increase structural height
Storage of activation components between events

The Challenge

Creating a High-Impact Activation Built for Crowded, Fast-Moving Events

Celsius’ objective was to create a portable, visually striking activation that would:

Capture attention in crowded event environments
Support high-volume sampling
Generate social media and influencer content
Strengthen brand visibility in Canadian market

Client:

Cruel Inc / Celsius Energy Drinks

Location:

Coast City Country, Laketown Shakedown, Sunfest Country Music Festival

Timeline:

2024

Cost:

$100,000

Scope:

Fabrication, installations, height modification, and storage

The Approach

Turning Reference Images Into a Fully Engineered, Modular Festival Booth

1.Design Interpretation

Using only reference images and a preliminary design package from Cruel Inc, MJY reverse-engineered the booth layout, proportions, and materials. We developed detailed technical models to ensure structural integrity and simplified assembly.

2. Collaborative Problem Solving

MJY worked closely with Cruel Inc to confirm design intent, interpret brand guidelines, and adapt the U.S. activation into a buildable Canadian version.

3. Material Selection

Materials were chosen for durability, portability, and aesthetic accuracy:

Stained wood framing and cladding
Corrugated steel wall panels
CNC-machined Celsius “C” logo with integrated LED backlighting
Oversized illuminated marquee lettering
Outdoor-rated string lighting

4. Modular Engineering

The booth was designed to fully disassemble into compact, transportable components. All wiring was routed cleanly with accessible connection points for rapid assembly at each event.

The Build

Crafted for impact, engineered for durability

Fabrication combined advanced CNC routing, detailed carpentry, metalwork, and lighting integration.

Key Technical Features

CNC-cut Celsius icon with internal LED lighting
Custom marquee lightbox holding large illuminated CELSIUS letters
Removable perimeter fencing and serving counter
Integrated hat-wall feature for photo moments
Structural redesign to extend the booth height to 10 ft after the debut event
Organized cable channels and quick-connect electrical components
Weather-resistant finishes suitable for multi-day outdoor festivals

Key Takeaways

MJY successfully recreated and elevated a U.S. activation concept using only reference photos, demonstrating strong interpretation and design-assist capability.
Mid-season height adjustments showed MJY’s adaptability and commitment to real-time client feedback.
The modular engineering proved highly effective, ensuring the activation remained durable, stable, and visually consistent across three very different event environments.
The project highlights MJY Fabrication’s strength in experiential fabrication, brand activations, and transportable structures designed for repeated use.
This project highlights MJY Fabrication’s capabilities in brand activations, experiential environments, modular structures, and festival installations.

Celsius Activation