#FLEXPARK
Client: adidas Originals, Beyoncé, Ivy Park
Role: Creative Direction, Art Direction
CONCEPT: A mysterious box from Beyoncé’s collection appeared overnight in NYC with an LED countdown timer. After 24 hours, the box opened revealing a pop-up beach experience. Fans had the opportunity to visit the SoHo pop-up to preview Beyoncé’s collection with an opportunity to win key pieces by tagging #FLEXPARK with their own creative content. The Beyhive lined up early in the morning to snap photos and engage across social platforms. Beyoncé made a surprise appearance, snapping photos and a selfie.
