Have you ever thought about joining one of the biggest music events in the country to the fashion original two jelly shoes? This will be the experience provided by Melissa in the 2022 edition of Lollapalooza Brasil. For the first time, the brand participates in one of the most diverse and famous festivals in the country.
The major activation will take place from March 25th to 27th, at the Interlagos Circuit, in São Paulo. The brand’s space, called The Translucent Box, will be assembled with bricks made of resin and inflated, in addition to being filled with colorful lighting at night, bringing the transparency and joyful universe that are lovebrand’s DNA.
The activation brings the narrative of The Real Jelly, a campaign launched last month that celebrates the pioneering spirit and originality of the brand in the segment of jelly shoes, the plastic shoes. “We are looking forward to debuting at Lollapalooza Brasil, after two years without having the event because of the pandemic. We will bring all our originality and creativity to offer the public a real immersion in our jelly world”, celebrates Melissa’s General Manager.
Jelly TV e Jelly 360º
Two major activations will be taking place during the festival, with an emphasis on Jelly TV, a closed studio where presenter Babi Thomaz will interview artists and influencers on topics such as fashion, music and originality. The transmission of the lives will be done on Canal Melissa on Youtube in between the main shows.
Babi, who has recognized experience in covering the world of fashion and entertainment, will talk to music names like Marina Sena — who debuts on the stages of LollaBR 2022, Alice Caymmi, Danny Bond and Tássia Reis, internet phenomena like Esse Menino and Laura Seraphim , columnists and fashion content creators Verena Figueiredo and Lari Cunegundes, and celeb stylist Bella Castro.
For those at the festival, a visit to The Translucent Box offers a creative experience with the Jelly 360º, which has a revolving platform so that the public can record 360º videos with the anthem of the campaign The Real Jelly. After recording, the contents can be downloaded via QR Code and shared on visitors’ social networks, in addition to being displayed in Melissa’s environment through a projector. And even better: those who participate in the activation receive original and exclusive gifts from Melissa at LollaBR, such as key rings, earrings and sarongs so that the public can relax on the Autódromo’s lawns.
Sustainability
As an incentive to the circular economy, event hosts will be wearing rented clothing. The initiative proposes the reflection of one of the main pillars of the brand, sustainability, using a more conscious consumption and with the least possible disposal of clothes and shoes.
Instagram: @melissaoficial
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