FRED PERRY MURAL EVENT

Event

CHALLENGE

Creating a brand new kind of event for the launch of the first Fred Perry interactive mural in Milan.

SOLUTION

Areaconcerti collaborated with the artist collective Artakademy to organize a “Subculture Live” secret party with more than 400 people featuring some of the most appealing names of the alternative rock and electronic music scene (Rollo/Dexx, Futuro Tropicale, Talkshow, Albert Marzinotto and Denis Sulta). The event, which saw the participation of several fashion influencers, was accessible only with RSVP or taking a screenshot of the mural, created by Mate artist on the surface of a building in the Navigli district. The influencers reached the event on board of a fully branded boat cutting through the Navigli.