Festival Activation for high street fashion brand.
sevens7 were engaged by high street giant River Island to produce and execute their ‘Swap Shop’ at Reading Festival 2012. Thousands of people turned up at the River Island exchange to swap their old jeans and tees for some brand spanking new River Island kit, safe in the knowledge that they were doing their bit for charity. All clothes left behind were donated to the NewLife charity for recycling. Alongside the swap shop there was an additional retail space selling much needed festival accessories.