By Egotist / /
Havaianas aims to be the number one sandal brand in U.S. and has brought in creative agency TBD in the creation of its first large-scale outdoor activation stateside. The Brazilian-based retailer has collaborated with renowned street artist, Buff Monster, to transform the Venice Beach Boardwalk into an immersive art installation and shoppable AI experience.
“Step into Summer” is the U.S. extension of Havaianas’ global “Let’s Summer” campaign and touts its most vibrant summer-infused designs. Buff Monster who cites ice cream, pop art and graffiti as his major influences will create an original sidewalk mural that incorporates Havaianas brightest and boldest patterns alongside his prominent ice cream imagery.
Printed on a 100-foot long rubber runway, the activation incorporates Google Vision AI so visitors can interact with the installation at stepintosummer.com on their mobile devices. The technology recognizes the design and takes shoppers to that exact model to purchase.
“We wanted to create a visual spectacle for Havaianas and bring a smile to your feet at one of America’s most famous beaches where summer is endless,” said Rafael Rizuto, Chief Creative Officer of TBD. “Buff Monster was an obvious selection. Not only is he Hawaiian (Havaianas means Hawaiians in Portuguese) but his color pallete matches Havaianas summer styles exactly. To complement this art piece, we layered Google Vision AI technology to make the whole mural shoppable, allowing users to purchase a piece of it in the form of brand new Havaianas.”
The installation was being produced by LA-based production company Caveat.