Client

SPOTIFY

Company

MKG

Role

Lead Designer

Friendship bracelets have become the iconic symbol of Swiftie fandom, with fans using them to showcase their favorite songs, albums, quotes, and inside jokes. This beloved tradition is at the heart of Taylor Swift 2024 Wrapped's Global Top Artist marketing campaign, which aims to unite Swifties around the world. To bring this concept to life, Spotify wanted to create an in-person experience that ties back to the fun, hidden gems fans can find on the platform. The goal was to offer fans a chance to celebrate Taylor's incredible achievement in a memorable, tangible way. Spotify planned to take over a high-traffic NYC location, ensuring maximum engagement and visibility. The centerpiece of the activation would be an oversized bracelet featuring imagery from the on-platform experience, bringing the digital world into the physical one. Swifties could gather to commemorate Taylor’s milestone, snap photos, and take home a special giveaway to remember the moment for years to come.

WHEN: December 4, 5, & 6th - 10AM - 8PM (EST)

WHERE: Dumbo Archway, Brooklyn

WHO: Top fans and listeners of Taylor Swift // Activation will be open to the public

STATUS: (cancelled event)

2024 WRAPPED BRANDING

CONTENT VISUALS

🩷 CONCEPT DESIGN 🦋

There were two key elements to highlight in this experience. The first was the main photo moment arch, created for guests to capture a social media-worthy shot. The second was the station where guests could collect their exclusive giveaway item. Both elements were inspired by the Swiftie Bracelet. The arch was a larger-than-life representation of the bracelet, while the giveaway station offered guests the chance to take home an actual bracelet. Both were designed to align with the visual identity of the Swiftie and Spotify Wrapped world in 2024, all while staying within the space, time, and budget constraints.

PHOTO MOMENT

GIVEAWAY STATION

🩷 LOCATION 🦋

Spotify had planned to transform the Dumbo archway for a special activation, with the centerpiece designed to create the perfect photo opportunity, featuring the Manhattan Bridge in the background. Unfortunately, the project was cancelled just a month before its planned launch and never came to fruition.