On March 15th and 16th, Urban Outfitters kicked off our Spring YOUniverse campaign by welcoming more than 1,600 customers,
music fans – and frankly, burgeoning street style stars – to join us in the courtyard of Space 24 Twenty for panel discussions, live music,
and exclusive goods from our partners at Reebok, Levi’s and Fujfilm Instax.
The panel covered topics from tour bus etiquette and the new landscape of music reporting in a post-Pitchfork world, to the choice
project management tool to launch a media empire, with a few IYKYK awards show stories exclusive to our panel audience.
Byline will be digging into these topics and more – including editorial features on your favorite emerging musicians – in their ongoing
music issue, Music to Our Ears, throughout the month.
After the panel, fans enjoyed a special performance (and breathwork exercise) by singer, songwriter, and multi-instrumentalist Ogi.
Guests entered the space through an immersive breezeway, setting the tone for a courtyard full of photo-ready activations
inspired by the ephemera of music and nostalgia for internet 1.0 ... like stepping into a sticker-laden composition book that’s full
of equal parts English notes (Midsummer-Night’s Dream hive, stand up!) and M-A-S-H matchups.
For the first fans to enter the courtyard, we gave away 200 pairs of shoes in partnership with our friends at Reebok. Guests personalized their pairs with vintage laces and charms, led by queen of craft, Emma DiMarco.
Throughout the day, guests took commemorative pictures with Fujfilim QuickSnap cameras, and created custom lanyards and badges with printed Instax photos.
Levi’s (R) joined us in the courtyard with their customization airstream – from denim hemming to adding embroidery and patches, guests made classic Levi’s styles their own with custom, UO-designed elements.