ComplexCon '18 Takeaways
Experiential Lessons from "Our Generation's World Fair"
Style. Sports. Music. Branding. Education. Activism. Art. A slew of subcultures wove its way through the third annual ComplexCon. Far from your traditional tradeshow, ComplexCon is all about connecting brands with their fans—a dynamic, young audience with disposable income and social visibility to spare. This consumer group includes far more than just the sneakerheads who flock to the festival. This is an informed, savvy, brand-conscious niche of entrepreneurs who curate their own personal brands. (Future-thinking lifestyle brands take note.)
Here are a few of our favorite moments (and a couple key takeaways) from the show…
Nike SB x Diamond Supply Co: Introducing the next gen of an icon
At this year’s ComplexCon, Nike dropped a hyper-limited (only 250 pairs) canary yellow edition of their uber-iconic 2005 Nike SB x Diamond Supply Co. “Tiffany” Dunk. The small, modest space leveraged references to two of the iconic visual elements of the product: a rotating oversized faceted mirror diamond backed by the signature Nike SB pink shoe box. With a limited supply of highly coveted product, the demand in this consumer group skyrocketed.
Cadillac: Delighting audiences with big surprises
While Cadillac’s space itself was designed and executed at a very high level, it appeared more akin to a corporate commercial setup at an auto show. So at first glance, maybe Cadillac’s experience felt a bit flat and their brand presence didn’t seem like a natural fit for ComplexCon.
Of course, first glances can be deceiving…
KNC Beauty’s activation was awash in ‘millennial pink’ instantly setting the tone and vibe of the brand. New, fresh, bold and feminine, but of the culture, they created one of the most Instagrammable social moments of ComplexCon. They even immersed themselves in the culture, partnering with Italian streetwear line GCDS to outfit their team. Meanwhile, digital elements and physical elements played together in the space seamlessly.