Initiative will explore the cultural legacy of electronic dance music.
Smiley has revealed plans to mark the ‘second summer of love 88/89’ through a series of activations and licensing opportunities that will explore the cultural legacy of electronic dance music.
This will feature a series of limited edition and exclusive co-creations with the brands that contributed to making the Summer of Love 88/89 a truly iconic era.
This includes global brands positioned in electronics, tech, fashion, footwear, music, publishing and accessories, with a special style guide having been created.
Smiley will also partner with YOUTH CLUB, which is a non-for-profit Lottery funded organisation.
Matt Winton, Smiley’s marketing director, said: “This is a great project for Smiley to be at the forefront of as it draws on our brand’s deep heritage in music, allows us to work on some exciting new and extremely authentic brand collaborations for the next two years and allows us to showcase the innovative approach that Smiley has in marketing.
“Certainly with regards to the partners we are currently in discussion with at the moment on this project, it really is the whole package that appeals to them.”
Matt continued: “The opportunity to work on a brand collaboration that is aligned to a series of cultural events and that will leverage a huge landmark in youth culture, this is the real appeal to this project for many.
“I’m looking forward in the next few months to announce the series of events that will kickstart this activation for early next summer, as well as start announcing partners.”
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