For the first time ever, Spanish fashion giant Bershka, was the official sponsor of Barcelona’s acclaimed progressive music and multimedia arts festival: Sónar 2014.
Bershka wanted a unique, immersive experience to epitomise their love for fashion and music, that would allow festival-goers to get involved and as a result, get to know Bershka.
Aquipo collaborated with British partners Greenspace, to showcase live denim customisation by featured local fashion artists Jarapa Jarapa and Gori de Palma. Together, they customised nearly 200 Bershka denim pieces exclusively for Sónar.
In addition, we issued 2,000 limited edition Sónar gold chains that, with visitors parading their piece of Sónar by Bershka memorabilia, immediately became the must-have accessory of the Sónar 2014 festival.
The biggest hit of the Bershka experience however, was the superstar DJ photo room that saw over 1,300 wannabe DJs hit the decks. Their experiences were captured by digital cameras, printed and sent to their mobile phones and shared via Bershka’s social media channels.
The activation resulted in 50% of all participants registering for Bershka’s email newsletter and over a third of visitors independently sharing their DJ experiences online.
All Bershka’s Sónar 2014 activations were complemented by Aquipo’s distinctive event identity, created especially for Sónar, and applied to all of Bershka’s print signage and digital graphics.