RED BULL

dance your style 2026

the challenge

Red Bull Dance Your Style is built on participation. Unlike traditional dance competitions, the crowd decides who advances, making the audience just as important as the performers.

For the Northeast City Qualifier in New York and Regional Qualifier in Philadelphia, the opportunity was to create experiences that matched the energy of the competition while giving fans more ways to engage with the culture surrounding it. The goal was to transform each venue into an extension of the Red Bull Dance Your Style brand, creating environments where dance, community, and self-expression could thrive from the moment guests arrived.

the SOLUTION

SoHo brought Red Bull Dance Your Style to life across two qualifier events, transforming the Brooklyn Museum and Franklin Music Hall into immersive, fan-first environments designed around movement, competition, and culture.

Branded venue takeovers, environmental graphics, merchandise moments, hospitality spaces, audience engagement touchpoints … every element was designed to build anticipation and deepen participation throughout the event journey. The experience extended far beyond the battle floor, creating moments for guests to interact with the brand while remaining connected to the action.

At the center of each event sat the iconic Dance Your Style stage. Dancers first competed for a spot in the main competition through judge-led selection rounds before advancing into the fan-voted qualifier battles, where the audience determined who moved forward. This format transformed spectators into active participants, making every battle a shared experience between dancers and fans.

The result was an electric atmosphere that celebrated creativity, individuality, and community while reinforcing Red Bull's position at the heart of dance culture.