We created, designed and produced an experience for JD Sports at Emilia Mernes' concert at Sabåtic Fest Málaga. A space where getting ready for the night, living the music and generating content were all part of the same plan.
Emilia's concert and the Bresh party that followed brought together an audience for whom the look, the music and social media are all part of the same experience. The challenge was to find a place of JD's own on that night: a presence attendees would want to visit, enjoy and share.
The brand had to make itself visible beyond the venue, but also offer something inside that was worth the audience's attention. The answer was to turn the JD space into a stop before the concert and a stage for the content that came to life there.
We conceived an activation around the ritual of getting ready for a festival. Make-up, music, photography and personalisation came together in a space with JD's identity, designed so every attendee could build their own moment before heading into the concert.
A double-decker bus branded with the brand toured Málaga and reached the venue to become part of the JD Corner. There, a DJ played music during the wait, four make-up stations helped complete the looks and a luminous photocall became a meeting point to take photos and film.
We designed a mechanic that connected the physical experience with social media: anyone who shared a story with their look at the photocall and mentioned JD could get a personalised t-shirt. The space also welcomed content creators dressed in the brand's looks, alongside attendees who shot photos, Reels and TikToks throughout the night.
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