The Iconic:
Making The Iconic More…Iconic.

Scope of Work:

Activation Branded Content Campaign Digital Film Music Strategy

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.