We’re back out in public and our latest work with Sunglass Hut was our reintegration into the world of experiential, post-lockdown. To celebrate the brand’s 50th anniversary and capture their theme, “Don’t Stop the Feeling,” we tapped local rollerskating communities in Los Angeles and New York to create a decentralized experience that blurred the lines between performance and participation. With the help of rollerskating leaders like Alicia Reason and Kardale Holland in LA and Sydney Blaylock in New York, we moved beyond just profiling a quarantine hobby and trending content — we reached out to the movers and makers at the forefront of the scene.
Popping up across iconic locations in each city, our decentralized activations ended at spots that have long held importance to LA and NYC’s roller communities. We wanted the events to hold real meaning for our audiences, with local context, proving that they couldn’t just happen anywhere — they had to happen there, in Venice Beach, in Bryant Park, and every other spot in between.
To us, reentering the events space means letting our research and the knowledge we’ve gained inform our entire process. It influences who we work with, how we collaborate, and how we show up. From experiential designs that consider every step of a guest journey to casting the creatives that bring choreography to life, we’re here to create events that reflect the lightning-fast pace of culture, and we do it with radical humanity and creativity in mind.