EXPERIENTIAL ACTIVATION
Santa Cruz x House Party
A culturally relevant activation for a brand in an environment that has truly listened to the needs of it’s Gen-Z consumer
results
200+
1.3m
guests
combined social following
197
194
1
social posts
story frames
piece of media coverage
Platforms:
Experiential. Content across TikTok & Instagram.
Countries:
UK.
brief
To celebrate Santa Cruz's 2024 brand moments, UOR were briefed to host a launch event introducing the brand to influencers, press, and stakeholders, before opening the space to the public to drive social conversation, footfall, and direct sales of the collection.
our approach
The event took place at Stormzy's experiential concept The House Party in Soho - a nostalgic, multi-floor house party space with deep roots in music, featuring a lounge, bedroom and kitchen set-ups, a car in the basement, two DJ booths, three bars, a tattoo parlour, and a bespoke retail space. The evening ran in two parts: 6pm–7.30pm: An intimate session for influencers, press, and company stakeholders to explore the space and discover how Santa Cruz had immersed itself within it, with key team members walking guests through the brand's heritage and upcoming moments. From 8pm: The space transformed into the ultimate Santa Cruz House Party, opened to the public on a first come, first served basis. A line-up of music artists reflecting the brand's punk and rock positioning drove social buzz and footfall, while a brand-immersed retail room on one of the floors gave guests the chance to discover and purchase the collection.