JBL Snow Party 2024 brought music, extreme sports, and digital experiences together in the French Alps, featuring Martin Garrix and the introduction of JBL Land on ROBLOX. To connect audiences, Lumi was introduced, an energetic character embodying JBL’s sound and movement, seamlessly bridging gaming, visuals, and live events.
JBL Snow Party 2024: the perfect place where Music, Energy & Adventure Collide
The JBL Snow Party is an electrifying fusion of music, extreme sports, and immersive brand experiences, set against the stunning backdrop of Val Thorens in the French Alps. Each year, JBL brings together its global community of music lovers, athletes, and digital creators for a high-energy event filled with live performances, winter sports, and cutting-edge activations.
With Martin Garrix headlining and JBL Land on ROBLOX expanding the party into the virtual world, 2024 JBL Snow Party wasn’t just an event, it was a multi-dimensional experience, seamlessly blending real-life thrills with digital innovation.
Lumi: The JBL’s Bridge to ROBLOX & Beyond
As JBL expanded into ROBLOX, we needed a character who embodied energy, sound, and movement, a visual and interactive gateway between JBL’s audience and the gaming world. Lumi, designed as the living embodiment of JBL’s brand in a digital-first universe.
Designing Lumi: A Character with Sonic Energy
Lumi’s neon-infused look, soundwave-inspired motion, and fluid animations made Lumi more than just an avatar, the character became JBL’s rhythm in motion. The presence wasn’t just in-game alone but extended into key visuals, digital campaigns, and live events, ensuring JBL’s signature energy resonated across platforms.
