SPECIMEN · HUMAN ELEMENT · Nº 29 · Cu COPPER

I.AM.GIA

“From digital-first to the street, in one weekend”

PLACE: LOS ANGELES, CA
FRAME: COMPLEX LA · FAIRFAX
FAMILY: POP-UP
STATUS: DELIVERED · LOS ANGELES

CONTEXT

I.AM.GIA is an Australian-born, cult-favorite fashion label known for bold, attitude-heavy, trend-setting street style.

CHALLENGE

The high-energy, weekend-long retail takeover at Complex LA on Fairfax Avenue successfully transitioned I.AM.GIA’s signature “Blare” tracksuit line from a digital-first presence into an immersive physical experience. The activation kicked off with an exclusive VIP launch night featuring a surprise live performance by artist Ninevicious, followed by interactive community stations including live custom tattoo sessions by guest artists, live DJ sets, and high-value brand giveaways.

KEY NUMBERS

RETAIL TAKEOVER
FORMAT: ONE WEEKEND
DURATION: VIP NIGHT · NINEVICIOUS
OPENING: TATTOOS · DJ · GIVEAWAYS
STATIONS

PROJECT ARCHIVE

I.AM.GIA — The product wall: the hearts and the I.AM.GIA boxes on shelves — The product wall: the hearts and the I.AM.GIA boxes on shelves

Papering the campaign wall, one photo at a time▸ Play the clip

In the shop: the pink furniture, sanded and painted by hand▸ Play the clip

I.AM.GIA — Inside the store: the campaign-papered walls and the pink tables — Inside the store: the campaign-papered walls and the pink tables

I.AM.GIA — The mannequins in the Blare tracksuit, between the campaign walls — The mannequins in the Blare tracksuit, between the campaign walls

I.AM.GIA — The pink bedroom: bed, shag rug and mirror, all in the same shade — The pink bedroom: bed, shag rug and mirror, all in the same shade

I.AM.GIA — The Complex LA façade with the I.AM.GIA sign and the pink carpet — The Complex LA façade with the I.AM.GIA sign and the pink carpet

LET'S BUILD ONE LIKE THIS ← BACK TO THE TABLE