Hunter’s Paradise Beach Club
Creative Direction · Experiential Design · Spatial Storytelling
Hunter’s Paradise Beach Club was a premier, Ibiza-inspired 7-day summer pop-up hosted at New Beach / uShaka Beach. The event combined top South African DJs, live performances, VIP cabanas, gourmet food and ocean views to create an elevated New Year coastal experience.
As Creative Director and Experiential Lead on the Hunter’s activation, I was responsible for translating the brand’s refreshment positioning into a physical environment that lived seamlessly within the larger Paradise Beach Club setting, creating a distinct Hunter’s space within the high-energy festival atmosphere.
The challenge
In peak Durban summer heat, the brand needed to stand out without competing with the main stage energy.
The task was to create a space people gravitated toward between moments. Not another party area, but the place that restored you so you could keep going.
The idea and outcome
We translated Hunter’s refreshment promise into a physical experience called Chillism.
A series of designed reset spaces that balanced social energy with cooling relief, positioning Hunter’s as the effortless pause within the celebration.
Chillism Zones functioned as micro-environments within the broader beach club, featuring shaded lounge areas with premium styling, cooling touchpoints to counter the heat and extend dwell time, and social regroup spaces between dancefloor moments. A strong Hunter’s visual identity was embedded seamlessly into the Paradise aesthetic.
The Chillism Entrance acted as a branded threshold. A visual and sensory shift that signalled guests were stepping into a cooler, calmer pocket within the event.
My Role
I developed the full creative expression of Hunter’s within the Paradise Beach Club, ensuring every touchpoint worked together as a cohesive, experience-led system rather than standalone elements.
This included conceptualising all physical assets and spatial moments, from branded structures and environmental graphics to bar detailing, wayfinding and guest interaction points. Each element was designed to reinforce the idea of effortless refreshment while integrating naturally into the premium beach-club setting.
I also designed the promoterwear to align with the Chillism mindset. The wardrobe balanced function and style for a hot coastal environment, using lightweight, breathable pieces with clean Hunter’s branding to feel contemporary, relaxed and credible within the fashion-conscious New Year crowd. The aim was to make promoters feel like part of the environment, not separate from it.
The result was a unified visual and experiential language that carried the brand consistently across space, people and interaction.
My role
I developed the full creative expression of Hunter’s within Paradise Beach Club, designing the assets and spatial moments as one cohesive experience rather than separate elements.
This included branded structures, environmental graphics, bar detailing and guest touchpoints, all reinforcing the idea of effortless refreshment within the premium beach setting.
I also created the promoterwear, specifying lightweight, breathable pieces with clean Hunter’s branding so promoters felt naturally embedded in the environment while staying functional in the coastal heat.