When Superdry approached HGA to create an experiential product launch event in Amsterdam, with the sole aim of making all their international store managers feel part of the family, I instantly knew what the ident of the event had to be. I'd recently been to Amsterdam on a short break, and if there's one thing you can't help but notice as soon as you arrive, it's the presence of their city ident - 'I amsterdam'.
That inspired the name 'I am Superdry'. So no matter what part of this global brand you are from, you are as much a part of Superdry as the person next to you. This became the basis of the event and I wanted to create an experience that immersed the delegate in the Superdry style, starting with the logo and working through all the touch points of the event, even down to the furniture.
Engaging comms, unexpected surprises, clever tech, immersive zones and venue dressing inspired by Superdry's stores were just some of the elements that went in to this event theme.
