Magnolia Après Ski Lodge

The challenge

In the lead-up to Magnolia’s 2025 Silobration and the launch of two new Magnolia Network series premiering December 2025, Warner Bros. Discovery tasked BEG with delivering a large-scale holiday activation in just weeks. The challenge was to transform a vast open-air footprint into a structurally sound, high-capacity branded environment that felt elevated, unmistakably Magnolia, and resilient against unpredictable Texas fall weather,  all while integrating seamlessly into the wider festival experience.

The solution

BEG partnered with Magnolia Network to concept, design, and produce a 117-foot custom après-ski lodge in the heart of Waco. From architecture and fabrication through to scenic detailing and on-site management, BEG delivered the project end-to-end. The immersive lodge featured handcrafted wood finishes, custom signage, interactive ornament-making stations, a gingerbread-inspired bar, and layered textures with warm lighting, reimagining a cozy winter retreat through Magnolia’s signature design lens.

The result

Over 30,000 guests experienced the activation throughout the three-day festival, making it one of Silobration’s most photographed and talked-about installations. The project successfully drove awareness and excitement for the December series premieres while reinforcing BEG’s ability to deliver large-scale, brand-immersive environments that marry storytelling, design, and flawless execution.