I have come up with a concept titled "Xpression Set Free" which in a way that skateboarders are able to skate and express their feelings and thoughts through graffiti art.
The event is a form of rebellion against the status quo, and will feature skateboarders skating, painting, and expressing themselves in an environment that encourages creativity. The event encourages participants to use their artistic expression as a means to rebel against society's norms.
For the logo design, the idea derived from the concept itself. The graffiti style used in the logo links perfectly to the graffiti & skateboarding theme. The logo concept is a visual communication itself to express the feelings. It creates an edgy feel and still maintain the professionalism.
For the final design of the logo, I am using the font "Mestizos Unidos - Urban Hookupz" in size 35. The colors that I have chosen is a mix of yellow, orange and turquoise.
The image shows the idea that I have come up for my concept. I incorporated the scaffold ladders, brutalist architecture and graffiti walls to show the concept of skateboarding being in the underground scene & culture. This would attract more to attend the event as it is aesthetically pleasing.
On the side is a diagram of the event spatial layout. I included the main stage for music gigs, there will be skateboarding obstacles in the middle and product displays.
For my runway ideas, I mocked-up samples I found and created my own design which is a unique curved shape with graffiti patterns and also VANS logo for the skateboarding obstacle as the runway. This is for the professional skateboarders to showcase the products of VANS which includes shoes and clothings. The professional skateboarders will showcase the products by wearing it while performing skateboarding tricks.
I have created a music playlist for the event that consists of 10 songs of different genres from well known artists such as The Neighbourhood, The 1975, The Killers, Artic Monkeys and many more. This playlist is suitable for the event as the vibe and the genre matches the concept.
"jealousy, turning saints into the sea Swimming through sick lullabies Choking on your alibis But it's just the price I pay Destiny is calling me Open up my eager eyes 'Cause I'm Mr. Brightside" the killers - mr brightside
Xpression Set Free is the first collaboration event that promotes further graffiti art and the skateboarding culture with talented and professional skateboarders from across the globe. Press Release will be issued for this event to note on the event activities and the aim of establishing the collaboration between VANS Off The Wall, also to make aware of the event to the public.
I created the event schedule to show how the further activities such as VANS Off The Wall product showcase, music band gigs, skateboarding clinic and etc will unfold. The event will be held for 2 days from the 12th to 13th November 2022 and starts from 11:00AM until 8:30PM on both days.
There will be a promotional poster that will be held in conjunction with the launching of the event, both online and offline. For online, the posters will be published throughout all social media platforms including instagram, twitter, facebook and etc. For offline, the promotional posters will be pasted on street walls in Klang Valley.
A short film has also been released on streaming platforms such as YouTube to further promote the collaboration with Vans Off The Wall and the launching of the event. The concept of the event was injected into the short film ideas.
Marketing materials are designed to market the collaboration and to promote further the event to potential consumers. This would made available to purchase online and offline also. Consumers are able to purchase physically at the event and an official website will be established for online ourchasing.
The first-ever collaboration event of Xpression Set Free and Vans Off The Wall was held on November 12th and 13th at REXKL, Jalan Sultan and was opened to public. The two-day event was a collection of exciting activities centered around skateboarding, art, music and street culture for Vans Fans, offering a memorable weekend celebration which also aimed at uniting youths from different communities and background. The event also saw the debut of 2 unique style obstacles with the spectacular arena layout which allowed skaters to reach their full potential. There were also guest artists from professional background to demonstrate on the basics of graffiti art.
In order to convey the essence of the brand "Off The Wall," Vans will continue to develop a platform for creative self-expression for the three cultural areas of skateboarding, art, and music. Skateboarding also has always been a source of inspiration and creativity, but we're seeing a new generation of skateboarders who are becoming more expressive and open in their own form of art. This event will not only help the younger generations develop into professionals in the field, but also inspire them to see themselves as artists and creators. It's going to be amazing.
