BILLY DUVALLE

®2024

BILLY DUVALLE

®2024

Holiday presents "WALLS TALK"

To subvert ComplexCon's move to Las Vegas, LA-based streetwear brand Holiday partnered with Basic.Space on their third performance art piece which united the physical and digital shopping experience for our shared communities.

Team

Basic.Space

DELIVERABLES

EXPERIENTIAL ACTIVATION & DIGITAL EXPERIENCE, TALENT/PARTNER MANAGEMENT, ACTIVATION PLANNING, CONCEPT DEVELOPMENT, CREATIVE PRODUCTION, LIVESTREAMING

Year

2024

Role

Talent Curation + Event Production

ComplexCon, the annual two-day event hosted by Complex, brings together some of the biggest names and burgeoning creatives in music, fashion, art, food, pop culture, and more. However with Complex taking the convention out of LA County to Las Vegas, Nick Holiday, the founder and creative director of Holiday, had another plan in mind. Year after year, Complex personally invites Holiday to its festival due to the brand's cult-like fanbase and strong ties in the streetwear community. In effort to suspend the typical ComplexCon format - create a new collection, design a booth, and engage with attendees - Nick Holiday conceptualized an opportunity for his brand to be in Las Vegas and Los Angeles at the same time. Given our expertise in livestreaming, Holiday enlisted Basic.Space to develop a disruptive activation that would bridge the shopping experience in the two separate cities.

One of the foundational principles of Basic.Space is serving as the future of social commerce for the next generation, particularly through a personalized outlet IRL activations and URL experiences. With Nick Holiday aiming to conduct his performance art piece in Los Angeles but livestreamed to his ComplexCon booth in Las Vegas, Basic.Space stepped in to power the reveal of his latest creative endeavor and enhance the shopping experience for our shared communities.

IN LOS ANGELES, CONSUMERS HAD EARLY ACCESS TO PURCHASE ITEMS FROM THE BRAND'S UPCOMING "HOUSE" COLLECTION AND WITNESS HOLIDAY'S PERFORMANCE FIRSTHAND. HOSTED BY DEPARTMENT STORE OPEN AIR, WE WORKED WITH HOLIDAY ON THE DESIGN AND EXECUTION OF THE SPACE, CRAFTING THE ACTIVATION'S VISUAL NARRATIVE FROM BLACKING OUT THE WINDOWS TO STRIPPING THE STORE EXCEPTS FOR A SINGULAR RACK, WHICH COMPLEMENTED THE PERFORMANCE CENTERPIECE: A BOX WITH A ONE-WAY WINDOW AND PUNCHING BAG INSIDE. THE CONCEPT BEHIND THE PERFORMANCE ART PIECE WAS TO HIGHLIGHT THE IDEA OF FINDING YOURSELF WHILE BEING YOUR OWN WORST ENEMY. THEREFORE, WE BUILT A WOOD FRAMED BOX WITH ONE WALL FEATURING A ONE WAY WINDOW WHERE THE SUBJECT (NICK HOLIDAY) INSIDE COULD NOT SEE OUT OF. WITH A PUNCHING BAG BEING THE ONLY ITEM INSIDE, THE PERFORMANCE REPRESENTED FIGHTING ONE'S INNER DEMONS AS NICK HOLIDAY REMAINED INSIDE THE BOX FOR THE ENTIRE DURATION OF THE POP UP EXPERIENCE WHILE ONLY VIEWERS (BOTH IN-PERSON AND VIA OUR LIVESTREAM FROM A CAMERA MOUNTED IN THE BOX) PEERED IN.

IN LOS ANGELES, CONSUMERS HAD EARLY ACCESS TO PURCHASE ITEMS FROM THE BRAND'S UPCOMING "HOUSE" COLLECTION AND WITNESS HOLIDAY'S PERFORMANCE FIRSTHAND. HOSTED BY DEPARTMENT STORE OPEN AIR, WE WORKED WITH HOLIDAY ON THE DESIGN AND EXECUTION OF THE SPACE, CRAFTING THE ACTIVATION'S VISUAL NARRATIVE FROM BLACKING OUT THE WINDOWS TO STRIPPING THE STORE EXCEPTS FOR A SINGULAR RACK, WHICH COMPLEMENTED THE PERFORMANCE CENTERPIECE: A BOX WITH A ONE-WAY WINDOW AND PUNCHING BAG INSIDE. THE CONCEPT BEHIND THE PERFORMANCE ART PIECE WAS TO HIGHLIGHT THE IDEA OF FINDING YOURSELF WHILE BEING YOUR OWN WORST ENEMY. THEREFORE, WE BUILT A WOOD FRAMED BOX WITH ONE WALL FEATURING A ONE WAY WINDOW WHERE THE SUBJECT (NICK HOLIDAY) INSIDE COULD NOT SEE OUT OF. WITH A PUNCHING BAG BEING THE ONLY ITEM INSIDE, THE PERFORMANCE REPRESENTED FIGHTING ONE'S INNER DEMONS AS NICK HOLIDAY REMAINED INSIDE THE BOX FOR THE ENTIRE DURATION OF THE POP UP EXPERIENCE WHILE ONLY VIEWERS (BOTH IN-PERSON AND VIA OUR LIVESTREAM FROM A CAMERA MOUNTED IN THE BOX) PEERED IN.

While Los Angeles functioned as our IRL experience, Las Vegas was our URL (digital) one. There, we leveraged the ComplexCon booth as a blank canvas to showcase the performance occuring in Los Angeles. We kept the booth simple - empty walls with no products avaialble for sale in person. The only objects present were a monitor as our livestream source, a Holiday flag, and a QR code driving attendees to shop an exclusive collection of archive pieces from the brand.

By not selling any product at ComplexCon, we aimed not only to reinvent the way Complex engages with product and the fashion community at large, but also to underscore the value of art and creating art in order to expand the world of the festival. When Holiday came to Basic.Space wanting to celebrate art and part ways with consumerism, we had an incredible opportunity to support a rising brand's cultural growth in a meaningful way.

By bridging the gap between traditional consignment, online retail, and event-based marketplaces, Basic.Space has steadily built a first-of-its kind shopping destination to connect consumers to culture. As a result, our seamless blend of IRL-to-URL and URL-to-IRL experiences empowered us to champion Holiday's in-person performance piece while crafting a uniquely immersive yet intuitive moment for consumers digitally.

By bridging the gap between traditional consignment, online retail, and event-based marketplaces, Basic.Space has steadily built a first-of-its kind shopping destination to connect consumers to culture. As a result, our seamless blend of IRL-to-URL and URL-to-IRL experiences empowered us to champion Holiday's in-person performance piece while crafting a uniquely immersive yet intuitive moment for consumers digitally.

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