Havaianas and TBD Collaborate with Buff Monster and Google Vision AI To Transform Venice Beach Boardwalk into a Shoppable AI Experience
By Egotist / /
Havaianas aims to be the number one sandal brand in U.S. and has brought in creative agency TBD in the creation of its first large-scale outdoor activation stateside. The Brazilian-based retailer has collaborated with renowned street artist, Buff Monster, to transform the Venice Beach Boardwalk into an immersive art installation and shoppable AI experience.
“Step into Summer” is the U.S. extension of Havaianas’ global “Let’s Summer” campaign and touts its most vibrant summer-infused designs. Buff Monster who cites ice cream, pop art and graffiti as his major influences will create an original sidewalk mural that incorporates Havaianas brightest and boldest patterns alongside his prominent ice cream imagery.
Printed on a 100-foot long rubber runway, the activation incorporates Google Vision AI so visitors can interact with the installation at stepintosummer.com on their mobile devices. The technology recognizes the design and takes shoppers to that exact model to purchase. The site also provides a curated style guide with fashion tips by celebrity stylist Tara Swennen. Tips include how to wear the specific Havaianas you selected with everyday outfits and transitioning your style from day to night.
Since their founding in 1962, Havaianas has been synonymous with summer spirit. The company began working with leading designers in the 1990s and the collaborations have introduced new patterns and vibrant colors that have attracted a global audience that is relevant year long.
“We wanted to create a visual spectacle for Havaianas and bring a smile to your feet at one of America’s most famous beaches where summer is endless,” said Rafael Rizuto, Chief Creative Officer of TBD. “Buff Monster was an obvious selection. Not only is he Hawaiian (Havaianas means Hawaiians in Portuguese) but his color pallete matches Havaianas summer styles exactly. To complement this art piece, we layered Google Vision AI technology to make the whole mural shoppable, allowing users to purchase a piece of it in the form of brand new Havaianas.”
Fernanda Romano and her title is Executive Director of Digital Channels at Alpargatas, added, “The U.S. is a huge opportunity for Havaianas and a lot of people haven’t discovered us yet. We want to change that. Havaianas believes in partnering with artists and we do this all over the world, but, here in LA, the idea was to do it in an innovative and unexpected way and we are very excited with the work Buff Monster created with our brand and styles as inspiration. His work, matched with new technology will surely get people excited, then, when we tell our story with a music video, that should be the icing on the cake.
The installation was by LA-based production company Caveat.