In the UNESCO-recognized Latvian Song and Dance Festival, where 40 000 participantsshowcase traditional attire, SPICE, a fashion-forward shopping center, aimed to be morethan a festival participant, but by standing out amid festivities and other brand activities.

For the 150th anniversary, SPICE launched an event combining choir conductor and danceleader photo exhibition with an innovative environmental installation ‒- large-scale rotatingskirts representing four Latvian cultural regions.

Our event achieved significant media coverage, including appearances on nationaltelevision, breaking the norm for commercial brands. The unexpected outcome was theinvitations from other city municipalities for the installation to visit post-festival.