Vans — Somewhere Else Entirely
Experiential Activation
Vans unveiled an all-new skate shoe in partnership with pro skateboarder and barrier breaker, Lizzie Armanto. The Lizzie was the first skate shoe designed by a woman in 20 years. Not only that, it was also made sustainably with eco-sourced materials and shaped around Lizzie’s foot to fit universally every kind of skater. We worked alongside MATTE PROJECTS to create a three-day garden-themed skate experience to commemorate the launch of The Lizzie, and celebration of her vision and passion being brought to life.
Client: Vans
Featured in THRASHER, NICE, Sole Collector, HYPEBEAST & Los Angeles Magazine.
UPON ARRIVAL, GUESTS ENTERED THROUGH A PORTAL.
Guests were confronted by a massive sinkhole-wall covered in overgrown grass and moss on Cahuega Boulevard. Neon hues and the smell of fresh soil colored a multi-sensory entrance experience as thousands journeyed through a tunnel made of soil, roots, and rocks.
ONCE INSIDE, YOU WERE IMMERSED INSIDE OF LIZZIE’S WORLD.
Once inside, mounds of soil covered in wildflowers and foliage anchored distinct product encounters. Heaps of soil and greenery transformed a Hollywood parking lot into a ‘broken-ground’ garden, highlighting the path forged by Lizzie Armanto, Vans’ first female sponsored skateboarder.
EVERY STOP WAS AN OPPORTUNITY TO LEARN ABOUT THE SHOE.
DURABILITY
A greenhouse is transformed into a stained glass church of durability. Cross-sections of The Lizzie display key elements of the shoe that highlight durable aspects as broken boards show how the Lizzie will outlast your board.
UNIVERSAL FIT
Guests approach a raised garden bed expecting to see flowers and instead encounter shoe lasts in a gradient of every size. Lasts jut out at viewers and are overtaken with foliage. Signage questions the history of skate shoe design and indicates why The Lizzie needed to be made.
SUSTAINABILITY
The Lizzie sprouts out from a series of garden boxes against trellis backgrounds as signs educate guests on its sustainable and organic composition.
THE SKATE PARK
Somewhere Else Entirely is characterized by an open skate experience. A system of ramps, rails, and platforms by California Skateparks creates a multi-level experience for participants and viewers. Large flowers, mushrooms, and dots of foliage color the skate-scape.
VIP NIGHT
Influential personalities such as Actress/Skater Ajani Russell, Actress/Skater Dede Lovelace, and “Skater of the Century” Steve Cabballero attended the event,
as well as the likes of Photographer Zhamak Fallad, Yasmeen Wilkerson and Charity Hardaway and many more. Live music was performed by Surfbort and Peach Tree Rascals. Live DJ sets were spun by Bella Ferrada, Bae Bae, Huneycut, DJ Split.
CREDITS
MY ROLE
Senior Copywriter
IN COLLABORATION WITH
Ben Kapplan, Bruno Luglio, Alex Patterson, Trinity Rose, Holiday Black, Eddie Granado, Mark Goldman, Bob LaSalle + MATTE Projects