Spin.Keep Spinning

Creative idea

In the UNESCO-recognized Latvian Song and Dance Festival, where 40,000 participants showcase traditional attire, SPICE, a fashion-forward shopping center, aimed not just to participate in the festival, but to stand out amidst the festivities and other brand activities. For the 150th anniversary, SPICE launched large-scale rotating skirts (6 meters high) representing four Latvian cultural regions. Usually, a person is either a skirt spinner or an observer. However, this environmental object allowed both spinning skirts and observing. The technical solution for this installation included the creation of a unique rotating construction with motion sensors that reacted to the approach of passersby.

Brand name: Shopping center SPICE
Advertiser / client: SPICE
Product / service: Rotating folk skirt installation for the Song and Dance Festival
Campaign name: Spin.Keep Spinning
Agency network: INDEPENDENT AGENCY
Agency: MAGIC, Riga
Production company: YES WE CAN
Agency chief executive officer: Andris Rubins
Creative director: Dace Izabella Grundšteina
Art director: Dace Izabella Grundšteina
Copywriter: Laura Lapiņa
Designer: Emīls Rupais
Account director (agency): Sanda Ķestere
Client account director: Svetlana Dāboliņa
Strategic planner / strategist: Rihards Ginters
Additional company: Audiovisual: Franks Pirogs