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.
SUSTAINABILITY
The Lizzie sprouts out from a series of garden boxes against trellis backgrounds as signs educate guests on its sustainable and organic composition.
ONCE INSIDE, YOU WERE IMMERSED INSIDE OF LIZZIE’S WORLD. EVERY STOP WAS AN OPPORTUNITY TO LEARN ABOUT THE SHOE.
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.
The experience also featured an open skate experience and performance by Surfbort.
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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