There will never be another Bowie, but the relationship between fashion and music goes on. We partnered with The Iconic to move their customer relationship out of the e-commercial transaction friendzone and into something deeper and more musical.
The solution turned out to be creating a portal to another experiential dimension accessed through a clothes-dryer in The Iconic Laundromat. Obvious in retrospect. The party space inside proved to be a highly shareable vibe, within and beyond the festival.
If you think clambering through a 90cm hole into a musical dreamstate sounds like something that needs to happen, 12,000 festival patrons agreed and the resulting buzz brought home measurable positive results for The Iconic.