What it had to solve
Ahead of Netflix's Squid Game 2 premiere, the streamer and Spotify wanted an immersive fan event in London that would turn hype for the series into listening.
The idea
A rave inside the Squid Game world: real-time visuals that respond to each raver's movements, pulling the crowd toward the show's official Spotify playlist
How it works
The Department transformed Spotify's interactive fan experience at Drumsheds in London into THE RAVE, produced by Katrina Usevičiūtė with UX design by Martin Ocheng. Unique visuals responded to ravers' movements, immersing them in the show's world and driving them to the official Squid Game playlist on Spotify; Mal Lynch captured the content of the night.
What it did
No attendance or streaming figures are reported; the event gave the series launch a physical fan moment and steered attendees to the official Squid Game playlist on Spotify.
Background
To celebrate the launch of Netflix's Squid Game 2, immersive agency The Department transformed Spotify's interactive fan experience at Drumsheds in London into THE RAVE — combining large-scale event technology with what the agency calls humanising theatrics.
Produced by Katrina Usevičiūtė with UX design by Martin Ocheng, the experience's visuals responded in real time to ravers' movements, immersing them in the Squid Game world and driving them to the show's official playlist on Spotify. Mal Lynch captured the content from the experience.
The event ties two launch machines together: Netflix's series premiere and Spotify's playlist, giving fans a physical world to step into rather than an ad to watch.
Why it lands
The creative lives in the response loop: the crowd's movement shapes the visuals, so no two minutes look the same.
It converts a streaming premiere into a venue-scale event, which earns its own coverage and content.
The destination is explicit — the official playlist — so the hype lands somewhere the brands own.
What you can take
Fan experiences earn their keep when the crowd's own behaviour drives the show — participation beats decoration.
Since then
No attendance figures or streaming results were reported in the source.
FOLLOW THE EVIDENCE