DEMONSTRATING DURABILITY
In order to exceed their presence at SXSW in 2019, Gore-Tex reached out to our agency to design and build an activation to not only make a bigger splash, but to educate new users about the abilities of their weather-proof materials.
This activation was based on improving knowledge and belief in their materials, so I found ways to integrate them as much as possible. I proposed stretching recycled Gore-Tex across the canopy and partitions to serve as shading while larger swaths of the material could be suspended between aluminum frames to serve as hammocks.
As a playful addition, we planned to feature interactive stations including a climate test, a wading pool and rain tent to allow users to actively put their Gore-Tex jackets, gloves and shoes to the test.
Gore-Tex Membrane Detail and Structure Inspiration
Iteration featuring an integrated social media wall and shoe display
Window into the climate test to spark the curiosity of passersby
Sliding glass entry of the climate test
Original cold test iteration depicting CO2 cannons and story-telling video content
Original wind test iteration depicting fans and stationary bikes linked to POV content
