vans: somewhere else entirely
Vans unveiled "The Lizzie," a sustainably made skate shoe designed with pro skateboarder Lizzie Armanto, marking the first women to design a Vans skate shoe in 20 years.
To celebrate the launch and Lizzie's vision, we teamed up with MATTE PROJECTS to create an immersive, Alice-in-Wonderland-inspired event at Goya Studios in LA. The experience, called ‘Somewhere Else Entirely,’ showcased the shoe’s key features: Durability, Sustainability, and Universal Fit—while letting visitors hang out or skate in a dreamy, psychedelic garden.
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Featured in THRASHER, NICE, Sole Collector, HYPEBEAST & Los Angeles Magazine.
Client: Vans
Experiential Activation, Digital, Print & OOH.
UPON ARRIVAL, GUESTS ENTERED THROUGH A PORTAL.
ONCE INSIDE, YOU WERE IMMERSED INSIDE OF LIZZIE’S WORLD. EVERY STOP WAS AN OPPORTUNITY TO LEARN ABOUT THE SHOE.
SUSTAINABILITY
The Lizzie sprouts out from a series of garden boxes against trellis backgrounds as signs educate guests on its sustainable and organic composition.
DURABILITY
A greenhouse “church of durability” highlighted aspects of The Lizzie
UNIVERSAL FIT
Guests approached a raised garden bed expecting to see flowers and instead encountered shoe molds in a gradient of every size.
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Senior Copywriter: Mia Madrid
Senior Art Director: Trinity Rose
Art Director: Holiday Black
Creative Directors: Bruno Luglio, Mark Goldman, Ben Kapplan
Production Partner: MATTE Projects