The Ask
Black Excellence and Beauty
WONU was tapped to bring Refinery 29’s Unbothered, a fast growing vertical that champions Black excellence and beauty, to life. As they celebrated their fifth anniversary with their first-ever large scale event in Atlanta, Georgia, intricate and intentional vision for their community to life.
The Approach
WONU designed, produced and delivered Unbothered’s vision to lift up and celebrate Black voices and creators in a truly unforgettable two day experience.
Looking beyond a traditional festival model, WONU executed a highly custom, multi-space build out, stretching across brand activations to editorial and talent focused programming. The vision manifested via programming spaces that felt warm, inviting and interactive for guests. From a roller rink to a beauty bar to a podcast studio – every inch of the space was designed for a truly one of a kind experience rooted in Black joy.
Elements
- The Glow Roll: Always-on roller skating rink and stage at the center of it all with live music, DJs and skate demos
- Fill Your Plate Food Court: Food court featuring Atlanta’s tastiest black-owned treats
- My Coin Marketplace: Always-on marketplace featuring live product discovery and trial, exclusive drops and more
- The Woosah Pavillion: Multi-purpose pavilion hosting 25+ sessions throughout the weekend
- The Glow Up Bar: Self care haven offering beauty touch ups and wellness tricks
- The Creator's Studio: Multimedia content creation zone featuring podcast and photography studios
The Results
Powerful Partnership
- WONU and Refinery 29 worked closely for four months conceptualizing, designing, fabricating and producing The Glow Up for 3k+ attendees.
Even More Powerful Community
- WONU brought Unbothered’s intricate and intentional vision of celebrating Blackness off the screen at the Glow Up. Drenched in the summer heat, roller skates in hand - thousands of guests were welcomed to this multi-day festival experience where big, bold activations and programming collided.
Let's build
If you’re thinking about how your brand shows up in the world, we’d love to hear from you.