Native Instruments x ADE 

The Brief
At ADE 2025, Native Instruments set out to reconnect electronic music with its creative roots — bringing artists, audiences, and next-generation DJs together under one roof to share ideas, experiment, and celebrate the culture that drives the scene forward.

UP! Productions were appointed to design, produce and deliver the Mossel & Gin Takeover - a full-day programme of workshops, panels and DJ sets, followed by an intimate industry mixer.

The goal: to bring the Native Instruments ecosystem to life through storytelling, creativity and hands-on connection.

The Delivery
UP! Productions transformed Mossel & Gin in Westerpark, Amsterdam into a vibrant hub for discovery and dialogue. From morning talks to the invite-only evening mixer, every detail - staging, lighting, AV, and flow was curated to foster connections between artists, audiences and the tools shaping electronic music's future.

Our team provided end-to-end production, including:

• On-site management and technical coordination across the full day of programming

• AV and spatial design for workshops and panel discussions

• Branded environmental styling in line with NI’s creative direction 

• Talent and partner liaison with Infamous PR, Crossfader and NI’s internal content team

The Programme
Throughout the day we hosted a stacked line-up of conversations exploring technology, creativity and community from industry giants such as; Richie Hawtin, Cory Goldsmith, Nikki Nair, Lawrence James, Eric Müller, Keep Hush and many more.

Each session captured the essence of ADE - collaboration, experimentation and a shared vision for the future of sound.

The Results
The activation was a standout moment of ADE 2025, drawing an engaged audience of industry professionals, artists and creators.

• Queue round the block an hour before doors

• Full house for every panel 

• 200+ mixer guests

• Countless touch-and-try product demos

• 95.83% satisfaction survey score

• 2M+ organic social impressions (and counting)

The Mixer brought together leading figures from across the electronic music world, closing the day with a celebration of creativity, connection and cutting-edge sound.

The Impact
By curating an immersive environment where technology net artistry, UP! Productions helped Native Instruments showcase its tools not just as products, but as catalysts for culture.

From insightful panels to an intimate closing experience, the Native Instruments takeover demonstrated how storytelling, design and production can elevate brand activations into cultural moments.

Testimonial
“Working with the Up! team on our ADE Lab activation was a brilliant experience. They delivered the branding and production that underpinned our full day of programming, giving the space a clear identity and proper energy. Their experience running a music conference really showed; smooth operations, sharp instincts, steady heads when things got busy, and an atmosphere that felt genuinely built for, and by, musicians. Ambitious events like ADE live or die in the execution, and they brought it to life with confidence and care.” Rebecca Florence, Director of PR & Brand Partnerships