Dixie

Dixie

Custom Fabrication
Deadzone Scouting
Event Management
Permitting
Prop Style
Set Design

In 2015 Dixie and Droga5 launched the Campaign “Be More Here”, encouraging people to put down their phones during mealtime so that they could be more present in the moments that matter. This summer we partnered with Droga5 to take this idea even further. We sent out scouts with cell phones from all carriers specifically to find deadzones. In a city like Los Angeles, everyone is connected all the time and deadzones are extremely rare these days so our Diners needed to be in really challenging places. Believe us, we looked! Usually we avoid these areas, they’re annoying and we all complain about them but that’s exactly what we wanted. After our vast search, we came across the perfect locations; an abandoned underground bank vault, a real-life cave and a park on a remote hillside. In each space we built a unique pop-up style restaurant, creating meal experiences that fostered conversation and encouraged those sacred cell phone free, face-to-face moments.

 
 
Dixie
Dixie
Dixie
Dixie
Having a meal with your family is probably the only time throughout the day that you'll have an actual human experience.
- Los Angeles Human Connector
Dixie

As part of the campaign Dixie partnered with chef Carla Hall to cook up recipes for the different locations. The remote hillside location only served breakfast, while the cave served delicious ice cream treats and the vault served a traditional diner dinner. Over the course of three days, nearly 1,000 people stopped by the different diners to enjoy a meal together. Even if you couldn’t attend in person, the campaign inspired consumers nationwide to rethink their time spent with loved ones and to enjoy the sacred face-to-face moments that we have with friends and families.