Vans' global property 'House of Vans' debuts at Bluefrog
Live music performance club, Bluefrog, has been trying to move beyond its traditional “just a venue” approach with a host of new initiatives. A Bluefrog spokesperson commented, "We have long believed it is imperative that the experience brands offer consumers must be indicative of a brand’s prestige positioning and brand credentials and should be amplified across various touch points in order to enhance engagement. The company is now helping various brands deliver memorable brand experiences that have emotional connections with consumers".
Starting with a one-of-its-kind partnership with action sports footwear brand 'Vans' for the first edition of Vans’ global property, the ‘House of Vans’, debuted at Bluefrog Mumbai on Wednesday, February 12th. The property curated an experience created by Nischay Parekh and Jiver as well as Skyrabbit, along with multi-media designer Jas Charanjiva doing live graffiti on the stage backdrop while the musicians perform.
The House of Vans evening at Bluefrog featured Indie bands from a cross genre music line up, street art, photography and extreme sports. In addition, there were music workshops plus contests where participants could win Vans gift vouchers for submitting their original designs. Guests were able to create their own graffiti on a graffiti wall outside the club as well. Earlier in the evening, Jas held a custom shoe design workshop and an online shoe design contest was held, where participants could submit original shoe designs in four categories art, music, sports and local flavour.
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