in Design

The Carnival 42 Project

In 2011 New Zealand was taken over by the Rugby World Cup. Nowhere was this more true than in Aukland, where inhabitants were faced with a bombardment of tournament related advertising and paraphernalia. The countries no. 1 vodka brand wanted to provide an escape for those less than enthused with the games. 42Below Vodka stands against conformity and embodies courage to act differently. Carnival 42 was created.

Ubiquitous‘ unique branding for this temporary drinking establishment positioned it as a theatrical alternative to the norm. Awaiting inside was a twisted world of performance and cocktails. Not a scrum or high-tackle in sight.


Alexandru is the co-owner of TopDesignMag. “If it looks easy, it's hard. If it looks hard, it's impossible. If it looks impossible, it's due tomorrow. At 8 A.M.”