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OUR WORK
HYPEBEAST LIVE
Festivals, Brand Activations | Hypebeast | Singapore
About the event
Hypebeast, a media platform focused on contemporary culture and lifestyle, staged its eponymous Hypebeast Live in Singapore in 2024.
It was the third edition of the music festival, following installments in Las Vegas that featured acts from the likes of Pusha T, Travis Scott and Migos.
Unlike its editions in Las Vegas, which were confined to nightclubs, Hypebeast Live in Singapore was envisioned as an extravaganza boasting diverse experiences.
Apart from a highly anticipated lineup of underground acts, these included immersive activations, exclusive merch drops, a live art showcase and F&B options.
Our challenge
This ambition for Hypebeast Live in Singapore was part of a larger push by Hypebeast to deepen its engagement with its community in Asia outside the perimeters of digital media and earn vital mindshare among audiences in the region.
Guided by these goals, we knew we needed to shortlist a venue that not only embodies fandom but is also novel enough to generate talking points - then mould it in the image of Hypebeast Live.
Our proposition
We decided to unfold Hypebeast Live across TRIFECTA, Asia’s first snow, surf and skate destination, and the adjacent Somerset Skate Park.
These venues combine to offer about 7,600 sqm of event space - larger than the size of a football field -encompassing a unique mix of indoor and outdoor areas.
Not surprisingly, they are marked by unconventional corners, while the terrain is characterised by steps, slopes and platforms.
Rather than seeing them as obstacles, we worked to weave these details into the design of each zone and imbue the latter with the spatial identity to encourage discovery.
For example, we conceptualised the Häagen-Dazs pop-up experience to span the outdoor and indoor areas of TRIFECTA. Party-goers could grab an ice-cream bar and quickly escape indoors to cool down, accentuating the effect of eating ice-cream.
The expansive space also challenged us to deliver the same high-fidelity audio to party-goers, whether they were in front of the stage or another zone.
By committing to a passive sound system, we were able to maximise flexibility in perfecting the listening experience.
Our impact
About 1,000 party-goers thronged TRIFECTA and Somerset Skate Park for the one-night-only Hypebeast Live, while a further 4,800 viewers tuned into a live stream of the live performances on stage.
Although brand recall metrics for Hypebeast Live haven’t been disclosed at the time of writing, Hypebeast’s broader media revenues in the Asia Pacific market showed a 12% growth in fiscal year 2024 from a year before, underlining the contribution of Hypebeast Live.
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