Wrangler
From Trade Shows to Festival Fields
Client
Wrangler
Agency
WINK, Containr
Project Manager
Creative Producer
Over eight seasons, I led Wrangler’s brand activations across Europe from trade shows and retail launches to large-scale festival experiences. Each project translated Wrangler’s values of freedom, authenticity and craftsmanship into immersive environments that people could see, touch and feel.
At Bread & Butter Berlin, I managed end-to-end production for six consecutive seasons, shaping brand worlds inside the historic Tempelhof Airport. Working closely with Wrangler’s Italian design team, I evolved the concept in real time combining creative direction with hands-on production leadership.
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Beyond the fairs, I produced The Wrangler Laundromat at Lowlands Festival an award-winning activation engaging over 100,000 visitors, and a bold statement of the brand’s rugged spirit and attitude.
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Key Highlights:
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Led eight seasons of Wrangler brand activations across trade, retail and festival environments.
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Managed six consecutive Bread & Butter productions, coordinating complex multi-day builds on-site.
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Balanced creative direction and production logistics under high-pressure timelines.
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Collaborated with Wrangler’s Belgian and Italian design team to evolve brand identity live at events.
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Delivered adaptive, locally sourced brand environments reflecting freedom and authenticity.
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Produced The Wrangler Laundromat a standout activation reaching 100k+ visitors.
