EXPERIENTIAL BRAND ACTIVATION • CONCEPTION + PRODUCTION
Following on from the success of 2017, Hansen’s again commissioned BWG to curate their partnership with Air + Style 2018.
BWG conceptualized and produced the Hansen’s House experience. The activation featured an indoor/outdoor layout with custom vintage furnishings creating a vibrant patio area. We installed a fabricated ceiling comprised of colored perspex panels, transitioning into bright colored PVC tubing on the structures legs. Vintage furnishings were sourced and re-treated to match the vibrant atmosphere of the space.
Inside, the space featured DIY bandana and tote-bag screen printing, as well as curated workshops with Mar Vista Art Department. Guests could create their own skate board deck, neon sign or vinyl toy.
Custom designed Skateboards and Snowboards were used as art pieces on walls, alongside a Hansen’s tasting bar to culminate brand visibility & awareness.
Outside the activation area, we had three of LA’s most prominent artists creating live art at strategic locations around the festival, drawing patrons back to the activation. MAR and Vyal were each given a 20ft canvas to create their works in view of the festival. Ricky Watts created his art onto Hansen's own vintage Combi bus.
Prior to the show, each of the artists were also invited on to the A+S skate contest course to install their art onto the concrete.