Developing immersive event websites for annual multi-city food & culture festival
As one of Indonesia's leading instant noodle brands, Mie Sedaap is renowned for its bold and innovative marketing campaigns that connect with millions of consumers through unforgettable brand experiences. A key highlight among these is the annual Come See Mie Fest, a multi-city festival celebrating food and culture through performances, retail markets, and various attractions. To translate this offline event into an exciting digital marketing moment, immersive event websites customized to each year's theme were needed.
Inspired by the 2026 festival theme, "Wonderland: When Fantasy Comes Alive in the Heart of the City," the website reimagines standard event information as an interactive virtual fantasy world for visitors to explore at their own pace. Instead of using conventional landing pages, the design encourages users to discover different festival experiences through immersive environments, engaging animated interactions, and an intuitive navigation system that mirrors the dynamic energy of the physical event itself.
We partnered closely with Mie Sedaap to strategize, design, and build the official event websites for the 2025 and 2026 editions of Come See Mie Fest. Beyond simply delivering essential festival details, our primary goal was to establish an immersive digital companion that highlighted each year's distinct creative direction and theme, ensuring it remained highly intuitive and fully responsive across all devices. Every phase of the project was meticulously executed—from user journey mapping, robust information architecture, responsive UI exploration, interactive design, and front-end development—to create an experience that successfully heightened and deepened audience engagement both before and during the physical event.
To deliver UI/UX experiences that feel far more dynamic and modern than traditional event websites, we experimented with a variety of visual concepts and interaction models throughout the project. These creative explorations gave us the opportunity to brainstorm and investigate novel ways to boost user engagement, all while maintaining intuitive navigation that allows visitors to seamlessly find crucial festival details.
To showcase the 2025 CSM theme of "Journey to the Ultimate Universe," we crafted an outer-space-inspired web interface featuring a rotating 360-degree digital environment. Floating planets functioned as interactive entry points to various areas of the site, transforming standard navigation into an immersive journey of fun and playful discovery. This design encouraged visitors to explore content organically, providing a level of depth and engagement seldom seen on traditional event platforms.
For the 2026 CSM website and its "Wonderland" theme, we pushed our creative boundaries further. Moving away from the previous space-inspired design, we developed a brand-new interactive fantasy world from the ground up. In this richly illustrated digital realm, visitors could select their own fantasy characters to navigate stage schedules, venue maps, artist lineups, interactive attractions, culinary offerings, and exclusive brand collaborations. By extending the physical festival into an immersive online space, we created a highly engaging platform that made event information intuitive and fully accessible across mobile, tablet, and desktop devices.
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