Hardy Vibes
The Ed Hardy x Culture Kings pop-up in Melbourne fuses early 2000s pop culture with streetwear in a bold, immersive experience. At the heart of the activation is the “House of Hardy,” a sleek black LED cube showcasing key Ed Hardy pieces, tattoo-inspired decals, and interactive elements like a Wall of Hats and semi-permanent tattoo stations.
Visitors are immersed in a nostalgic soundscape while exploring the space, engaging with campaign talent, and creating shareable moments. The pop-up drives foot traffic, builds brand awareness, and positions Ed Hardy as a modern streetwear statement, blending iconic heritage with contemporary fashion energy.
the client needed
Ed Hardy wanted a high-impact, culturally relevant activation to elevate its presence at Culture Kings Melbourne. The aim was to celebrate the brand’s heritage while appealing to modern streetwear audiences.
Key objectives included engaging visitors through interactive experiences, generating social content and media buzz, and strengthening cultural relevance. The activation also needed to drive foot traffic to the Melbourne store and encourage purchases and promotional uptake.
It had to balance heritage with modernity, provide memorable experiences, accommodate influencer engagement, product displays, and interactive features, and ensure health and safety protocols were strictly followed.
What We Thought
We aimed to celebrate Ed Hardy’s iconic early 2000s aesthetic while giving it a modern, interactive twist. The “House of Hardy” LED cube provided a visually striking centerpiece, combining bold black finishes, LED lighting, and tattoo-style graphics to immerse visitors in the brand’s world.
Multiple touchpoints like a Wall of Hats, semi-permanent tattoo stations, and a 2000s themed DJ deck were designed to maximize engagement and create shareable moments. Interactive games and meet and greets with campaign talent encouraged social sharing and organic buzz.
Layout and flow were crucial. The cube was configured to guide visitors naturally while accommodating multiple experiences simultaneously. Every detail from signage to floor vinyl was curated to reflect the brand’s heritage while appealing to both longtime fans and new audiences, ensuring Ed Hardy felt culturally relevant and exciting in a retail environment.
How We Activated
The activation centered on the “House of Hardy” LED cube in a high-traffic area for maximum visibility. The back wall featured a museum style display of hats, highlighting the collaboration and brand story.
A mini tattoo area offered semi-permanent Ed Hardy inspired designs, equipped with ring lights, sanitary equipment, and staff to oversee health protocols. Visitors signed up via iPad for a smooth, engaging experience. A bespoke DJ deck styled like a vintage 2000s boombox played a curated street genre soundtrack, reinforcing the nostalgic atmosphere.
Interactive elements included a classic street game with participants winning an Ed Hardy designed hat by hitting a target score and iPads capturing participant data for follow-up engagement. The cube layout guided visitors seamlessly through each activation point, balancing exploration, entertainment, and product engagement.
The result was a highly shareable, interactive pop-up that elevated Ed Hardy’s streetwear presence, generated buzz, and drove foot traffic to the Melbourne store.
