ABSTRACT
The Urban Jungle Event is a concept idea that was created in order to introduce the Bastard brand in a new creative way to the young audience after the closing of their iconic store in Milan.
With this event we aim to reconnect with the younger generation by revealing a side of the brand which was not as visible as before- nature and caring after plants. Our concept includes interactive experience through workshops, the design of the brand’s apparel and skating. We believe that these are the necessary ingredients in order to achieve our goal- create a direction for the brand and keep in in style.
Problem Setting / Context / Idea
Bastard, a Milan-based brand, is a skateboard and streetwear store since 1994. In 2020 they had to close their headquarters and built down their iconic bowl. The brief was to create a scalable event that could relaunch them in the present but looking to the future. After a deep brand research, we decided to talk to younger generations, by keeping an eye on their present community too. That’s how our Urban Jungle was born.
What is it
The Urban Jungle is a flexible event that was inspired by both the target we chose to talk to, and the heritage of Bastard. In order to open Bastard to younger generations, we decided to focus on something that could, at the same time, be part of the brand’s community: plants! Urban Jungle is a greenhouse event that wants to be an ambient of integration between the skateboarding culture and the plants.
How does it work
Since it’s a scalable event, the Urban Jungle is very flexible in its structure. First of all it is a greenhouse where people can buy both plants and Bastard’s clothes. Then, it’s a learning place where several plants workshop take place such as building terrarium, growing succulents, avocado lecture and how to grow chilli peppers. Last but not least, it can be enlarged or reduced in size, based on need. We thought about three main options: a big 5 days event that may also include a skate park and that could also work as the relocation of the bowl event; a medium weekend event that maybe embraces just a couple of workshops and takes less organisation behind; a small one day event that’s mainly working for shopping of plants and clothes, but that could comprehend a workshop too.
Value and Potential
Our idea borns as a bridge between the past and the future, by keeping an eye on the present. We didn’t want to change the brand’s core values and characteristics. We didn’t want to smash away its historical community. What we want is building an harmony between what’s already there and what could potentially be comprehended. That’s why plants are the perfect liaison and key element that could put all together. During our research we noticed Bastard’s urban jungle and their love for plants. That same interests for plants was transferred to the community that wanted to stole a piece of the jungle when the doors closed. Plants are a passion for millennials and genZ as well, and they are also called the green generations. This is because the trend is spreading worldwide, but more than that, young generations are starting to be really careful about ecology. So, what better than plants can combine their actual community with their future one?
Critical aspects are mainly related to the logistics of the event: the budget, the place, the permissions, the staff, and so on, but we believe Bastard has real experience in the field of events, that’s why we went for creating one.
