Sofar Sounds at Him & Her
SCENARIO: Sofar Sounds is an intimate concert series where guests, musicians, and organizers come together to celebrate music and creativity in unexpected venues. As a part of their surprise performances, they looked to us to extend a welcoming incitation to their discerning fans.
TASK: Open up the Him & Her design studios to the public and offer a memorable experience and inspiring environment.
Agency: Him & Her
Industry: Music & Entertainment
Personal Responsibilities: Partnership Management, Experiential Management, Project Management
Partners: Sofar Sounds, Civilian Screen Printing, Willibald Farm Distillery, Trisha Abe, Nicole Beno, Perimeter Development
Videography/Photography: Teagan Walker, Jess The Snapper
Additional Credits: Erin Martin, Justin Frenette, Amit Mehta, Curt Crossman, Jospeh Zimmer, Cameron Formica
APPROACH
SUPPORTING ARTIST COMMUNITIES
As hosts, it was important that every aspect of the experience lived up to Sofar Sounds’ reputation towards inclusivity and authenticity. Backed by a community of artists, hosts, fans, travellers and more, who help put on hundreds of secret events across 346 cities around the world, we showcased our commitment to supporting local and global artistic communities and offered a space for connection, collaboration, and cultural exchange.
Digging into Sofar Sounds’s demographics, we brought in Willibald, a farm distillery & brewery located in Ayr, Ontario, Canada focusing on crafting progressive beverages that excite, respect traditions to enhance the experience and encourage ongoing conversation. The exclusive gin pop-up resulted in guests making twice as many purchases as we had initially anticipated.
OUTCOME
TAKING A PIECE OF HIM & HER HOME
With our office known for having a mural completed by Trisha Abe, we weaved in her artwork into the performances, while also looking at ways into integrating it into the overall experience. We recommissioned Trisha for three new pieces as a part of a live T-Shirt Screen Printing pop-up by Civilian Screen Printing. As a result 32% of guests made a clothing purchase at the ticketed event, allowing them to have a long lasting memory of their night at Him & Her.
We wrapped up the evening included 3 unique performances by Rakkatak, To The Trees, and Gillian Nicola, +100 guests in a space designed for 30 employees, hundreds of cocktails poured by Willibald Farm Distillery, and thousands of impressions on social media.
