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 vai citi partneri: YES WE CAN, Ogilvy PR

In the UNESCO-recognized Latvian Song and Dance Festival, where 40,000 participants showcase traditional attire, SPICE, a fashion-forward shopping center, aimed to be more than just a festival participant, but to stand out amidst the festivities and other brand activities. For the 150th anniversary, SPICE launched large-scale rotating skirts (6 meters high) representing four Latvian cultural 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). The unexpected outcome was invitations from other city municipalities for the installation to visit post-festival.