At the UNESCO-recognized Latvian Song and Dance Festival, where 40,000 participants showcase traditional attire, SPICE, a fashion-forward shopping center, set out to be more than just another participant. Instead, it chose to stand out amid the festivities and surrounding brand activity.

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To mark the festival’s 150th anniversary, SPICE launched a unique event that combined a photo exhibition of choir conductors and dance leaders with an innovative environmental installation - large-scale rotating skirts representing Latvia’s four cultural regions.

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The event generated significant media attention, including national television coverage, breaking the usual boundaries for commercial brands. An unexpected bonus followed: post-festival invitations from multiple city municipalities for the installation to continue its journey.