Live at the Rocket Garden

How does Visa continue to build cultural relevance with Gen Z and millennials through once-in-a-lifetime experiences?

Following the global momentum of Visa Live at le Louvre, Visa and Imagination transformed the Kennedy Space Center Visitor Complex into an extraordinary stage for cultural connection. By hosting a breakthrough performance in the historic Rocket Garden, the project launched the next chapter of the “Visa Live” Global Music Strategy, celebrating exploration, progress, and the brand promise that every small step forward takes you closer to where you want to be.

The challenge was to find a location as iconic as the Louvre that could embody the spirit of “exploration” and “possibility” while resonating deeply with a younger, digitally-native audience. Visa tasked Imagination with developing a full creative expression from strategic foundation to production that would celebrate both the legacy of human innovation and Visa’s ambitions to discover new frontiers of culture.

A stage amongst the stars

Imagination transformed NASA’s historic Rocket Garden into a transformative performance space. Framed by towering rockets that represent decades of innovation, the spatial design created a collision of history and modern culture. This awe-inspiring setting provided the perfect backdrop for breakthrough artist Benson Boone and DJ Pee .Wee to deliver performances that felt both intimate for the 3,000 guests and epic for the millions watching via global stream.

Narrative and spatial storytelling

We developed a narrative world that bridged the gap between the physical act of space exploration and the everyday transactions that power global movement. Every element of the experience, from the entry journey to the stage production, was designed to celebrate progress. By filming the event live amongst the historic rockets, we captured a unique visual energy that pushed the boundaries of what a live brand performance can look like in the social media age.

Redefining the fan journey

The event was promoted primarily through TikTok, reaching fans of Benson Boone and DJ Pee .Wee where they already consume content. By offering tickets through an inclusive local ballot for Florida residents, Visa fostered a sense of community and local legacy, while the global broadcast ensured the “Visa Live” platform continued to scale its impact across culture, creativity, and commerce.

For the audience

Visa Live at the Rocket Garden offered fans a truly one-of-a-kind experience that merged the worlds of music, art, and technology. For the attendees in Florida, it provided unprecedented access to a global superstar in a location usually closed for such events. For the global audience, the high-fidelity stream provided a “front-row seat” to a culturally impactful moment, fulfilling Visa’s promise of providing unique access to extraordinary experiences that move people and communities forward.

For the brand

Through this project, Visa successfully evolved its Global Music Strategy, moving from the classical art world of the Louvre to the innovative world of space exploration. This transition demonstrated the brand’s versatility and its commitment to the values of progress and possibility. By generating massive social conversation and engagement with Gen Z, Visa reinforced its position as more than a financial utility – positioning itself as a brand that actively shapes and supports the cultural moments that matter to the next generation.