Havaianas Wave Window

At Havaianas' warehouse we faced a challenging problem - too many red thongs. Determined to turn this surplus into a creative opportunity, I conceived a unique and cost-effective experiential design approach for the new General Pants flagship store recently opened in Pitt Street Mall, Sydney CBD.

The result was a stunning window display that showcased 436 'Cherry Red' Havaianas, meticulously hand-sewn with over two kilometers of fishing line. These vibrant thongs were ingeniously connected to 15 teflon cams, powered by a spit roast motor, and elegantly suspended from a scaffolding rig. Six fluorescent tubes were thoughtfully positioned, casting a mesmerizing glow on the display. The install took me from 7pm to 7am, on top of a weekend spent sewing the thongs by hand.

This creative marvel took the form of a beautiful fluid thong wave, cascading gracefully in Pitt Street Mall. As anticipated, the installation immediately captured the attention of passersby, drawing massive crowds and garnering widespread fascination. So much so it lead to my next job in Melbourne. Beyond its visual appeal, the installation proved to be incredibly effective in its purpose - selling out the red thongs for General Pants!

I extend my heartfelt gratitude to Mark from Studio Ham for his invaluable assistance in helping me bring this vision to life. This project marked the beginning of my low-cost, high-impact approach to experiential design, setting the stage for even more remarkable endeavors in the future. The success of this window installation for Havaianas not only exemplified my passion for creativity and innovative problem-solving but also laid the foundation for future ventures that would continue to captivate audiences and delight clients.

All photos shot by me.