Chartering new territory and exploring different audiences, surf brand Quiksilver became part of Austin’s renowned SXSW festival.
SXSW in Austin, Texas is one of the hottest culture and music events worldwide. Aiming to position the surfwear brand Quiksilver within an artsy, young and fashion-savvy crowd, I had the opportunity to initiate and manage the brand’s presence at the 2019 edition of this renown festival.
For Quiksilver, it was completely new territory to be present at an event of this category. All the better for me, who loves to try new, disruptive things and manage projects from A to Z !
Working with two up-and-coming artists, a partner agency in New York and the sales and digital marketing crew from Quiksilver’s US headquarter, we ended up creating an immersive art installation, a pop-up brand showcase featuring original artwork and product highlights, as well as a live print station where visitors could customize t-shirts. Our booth was part of a larger event venue with different spaces and music stages in the center of Austin - on top of some sick newcomer bands, the line-up also featured big names like Talib Kweli or J Balvin.
Hitting the sweet spot in terms of the target group the brand aims to touch, it was a great opportunity to mingle with consumers and opinion leaders alike, and create some great content for Quiksilver’s social media. I was in charge of the following: