[CS009] Havaianas: Stepping off the beach & into the city with cultural credibility.
CHALLENGE
Validate Havainanas' place in UK and European street style with an activation in urban areas in Milan, Paris and London.
UNORTHODOX APPROACH
We translated the iconic brand's Brazilian way of life, in a way that connected and resonated with local city cultures, where city dwellers could 'Break the Rush' with the world's original flip-flop brand.
CRAFT AND COLLABORATION
Our purpose-built environmental spaces immersed guests in music, food and product customisation experiences. The latter played a huge role in our kiosk as younger generations brought their flip-flops to be adorned with charms and personal initials.
RELEVANCY
Partnering with tastemakers to create content for TikTok and Instagram in each city, we effortlessly validated Havaianas' place in urban streetwear and Y2K style.
"We showed that the original beach flip-flop looked right at home beneath a pair of baggy jeans and a crop top."
