Vans — The Lizzie
For the launch of pro-skateboarder Lizzie Armanto’s signature shoe (the first skate shoe designed for and by women in 30 years!), we wanted to do something big. So, we partnered with MATTE Projects to create a three-day immersive, psychedellic Alice-in-Wonderland experience at Goya Studios in Los Angeles.
The event, Somewhere Else Entirely, allowed visitors to learn about the key product features of The Lizzie: Universal fit, Durability, and Sustainability, all while skating, rocking out, and hanging in a serene garden.
Featured in: THRASHER, Nice, Sole Collector, HYPEBEAST, and Los Angeles Magazine
Thousands of guests entered through a mossy sinkhole portal on Cahuenga Blvd.
Once inside, every stop was an opportunity to learn about Lizzie’s trailblazing shoe. Our art direction honored Lizzie’s interest in gardening, sustainability, and psychedelia.
Durability
We transformed a simple greenhouse into a church of sustainability. We scattered broken boards amidst signage and native wildflowers, to indicate that the shoe will outlast your board.
Universal Fit
We placed shoe lasts in raised garden beds. Signage explained the history and context of skate shoes, and indicated why The Lizzie was such an important project in the skate world.
Sustainability
Shoes seemingly sprouted from trellis adorned with local fauna. Signage spoke to our athlete and sneaker’s commitment to sustainable materials.
Skate
Obviously our skate park had to be stoke af. We worked with California skate parks to create a system of ramps, rails, and platforms accessible to all levels of skaters. Lizzie taught introductory skate classes during the day.
My role: Art Director
In Collaboration With: Trinity Rose, Mia Madrid, Bruno Luglio, Eddie Granado, Benjamin Kaplan, Rob Teague