Rider Sandals began in Brazil in 1986, later making its way to the US in 1997, with the emphasis on celebrating the active/outdoor lifestyle, a spirit of freedom and self-expression. In summer 2015, Rider came to LA for a two month activation (titled Rider Weekends LA), with emphasis on the beach cities (Santa Monica, Manhattan Beach, Malibu & Zuma Beach, Santa Barbara, Hermosa Beach, Torrance, and Huntington Beach). EAT was brought on for this activation, to help the company with brand development, graphic design and eventually experiential art.
When starting the project, we had the main goal of helping Rider adapt to the american market given its heavy Brazilian emphasis. We studied the company, its core values, and usual target market, but also studied the Californian market and the target audience). We found the common denominator for these two groups was summer, and we proposed three main actions to Rider: a beach shack, a pop up boat, and a branded party at a beach house. Once approved, EAT conceptualized and built each of these activations.