What if you show-cased your product with the latest fashion and music to attract a new audience? Nissan had just started their new campaign for the Micra titled MicrAttitude, when they asked us to come up with a concept to further profile the car model among a younger target audience. We used the MicrAttitude unique approach to life as the basis for a spectacular party in the summer of 2004. We thought it was very MicrAttitude to ask ‘Why go to the beach, when the beach can come to you?’ and more than 1200 special party guests agreed that a beach in the heart of Amsterdam was a very sensible idea!
The beach, complete with lifeguard hut, palm trees and lots and lots of sand, was reconstructed on the hip and luxurious cruise ship, the Ocean Diva. A catwalk the length of the ship was built to show off the summer wear collections of cult fashion designers Daryl van Wouw and Hans Ubbink to the sounds of DJs Victor Coral and Real El Canario.

• Art Direction
• Concept
• Event Design