Spin. Keep Spinning

Client: shopping center SPICE Creative Agency: MAGIC Creative Director: Dace Izabella Grundšteina Strategist: Rihards Ginters  Account Director: Sanda Ķestere Art Director: Dace Izabella Grundšteina Desktop: Emīls Rupais Copywriter: Laura Lapiņa Audiovisual: Franks Pirogs PR Agency: Ogilvy PR Partner: YES WE CAN

The Latvian Song and Dance Festival, where 40,000 participants showcase traditional attire, attracts diverse sponsors, including commercial brands. Thematic alignment between the brand and the event is crucial. SPICE, a fashion-forward shopping center, successfully achieved this synergy by sponsoring the celebration of fashion heritage with a unique environmental installation – large-scale (6 meters high) rotating skirts. They were created from fragments from the costumes of 4 historic Latvian regions. Usually, a person is either a skirt spinner or an observer. Still, this environmental object allowed both spinning skirts and observing. The technical solution of this object included the creation of a unique rotating construction with motion sensors that reacted to the approach of passersby.  The skirts gained lots of attention from the media (estimated audience – 1.3 million) and people shared their experience on social media (116,000 impressions). Post-festival, the skirts toured three more cities, amplifying the sponsored event’s cultural support.