From Venice to Venice, the Golden Spirit

From Venice to Venice, the Golden Spirit

From Venice to Venice, the Golden Spirit

The Ask

The Ask

A Launch Experience to Attract a New US Target Audience

A Launch Experience to Attract a New US Target Audience

The Idea

The Idea

Perfect Imperfection

Perfect Imperfection

The Need

The Need

Engage Gen Z

Increase Brand Consideration

The Solution

The Solution

Unexpected Launch Moment

Experience-Generated Campaign Content

+32%

+32%

+32%

SALES HERO SHOE

SALES HERO SHOE

SALES HERO SHOE

+28%

+28%

+28%

RETAIL TRAFFIC POST CAMPAIGN

RETAIL TRAFFIC POST CAMPAIGN

RETAIL TRAFFIC POST CAMPAIGN

1B+

1B+

1B+

EARNED IMPRESSIONS

EARNED IMPRESSIONS

EARNED IMPRESSIONS

The Challenge

THE CHALLENGE

Iconic Italian label Golden Goose wanted to make a statement in the American market and spread their Golden Spirit from 'Venice to Venice'. Gradient conceptualized an unexpected launch moment primed for both guest experience and cross-platform campaign content. We leant into the brand ethos of 'perfect imperfection' to create a uniquely LA moment where skate and couture fused for a late night VIP party.

Bold Location

Brand Heritage Experience

Bespoke Skate Park Build

Curated Brand Dinner

Guest Engagement

Photogenic Set Design

The Results

The Results

We transformed the famed Pink Motel into a living art piece and fashion hub, embracing the brand's core essence of 'perfect imperfection' and 'touched with life'. Skater (and Olympian) Cory Jeanau stole the show with a jaw dropping performance in the custom skate bowl. A plethora of brand and UGC content emanated from the experience, dramatically increasing brand consideration from Gen Z.

Premium Videography

Runway Show

Campaign Photography

Live Skate Performance

AV + Lighting Enhancements

VIP Management

CREATIVE STRATEGY

CREATIVE STRATEGY

CREATIVE STRATEGY

CONTENT STRATEGY
Social Capture
Platform Engagement

COMMS STRATEGY
Invite Messaging
Recap Content

CREATIVE PRODUCTION

CREATIVE PRODUCTION

CREATIVE PRODUCTION

EXPERIENCE DESIGN
Spatial Design
Attendee Flow

CREATIVE DESIGN
Programming
Engaging Feel

PHYSICAL PRODUCTION

PHYSICAL PRODUCTION

PHYSICAL PRODUCTION

POP-UP
Skate Park Fabrication
Pink Motel

LIVESTREAM
Global Audience
Event Platform

CONTENT
Social Capture
Sizzle Reel

DIGITAL ENHANCEMENTS

DIGITAL ENHANCEMENTS

DIGITAL ENHANCEMENTS

DIGITAL POINT OF SALE
QR Code Integration
Amplified Sales

  • VIEW MORE WORK -

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NEW YORK | LOS ANGELES | MIAMI

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