Faces & Laces

Onit Events carried out a 4-week long research project for adidas Russia around the sustainability of additional inter-country locations for the Faces & Laces creative gathering. 

FACES&LACES is an annual interactive exhibition project dedicated to the latest trends in fashion and streetwear, visual communications, and alternative contemporary art, based in Moscow (Russia).  Focusing on subcultures, the main participants are big and small brands, distributors, retailers, famous Russian and foreign designers, artists, art-groups, and communities.

Our consultancy looked at how brand activations could be used towards community development. And whether these experiential showcases could be the catalyst for the development of a ‘scene’ and nurturing of a community.

The research into creative/immersing economies and supporting case studies, provided insights into the ‘Russian arts scene’ and illuminated what young people in Russia looked for. This project signposted alternative Russian city locations that were ready for creative regeneration - centred around unique brand touchpoints.