PERIOD OF TIME
Oct. 2022
CLIENT
Koba Group
SERVICES
Event Management, Content Creation
CHALLENGE
Wheels & Waves is a motorcycle, surf and skate event that has been held for 12 years in Biarritz, France. After experimenting with alternative editions in California and Japan, the French founding team decided to bring the format to Italy. The chosen location is Versilia, a land suspended between the Apuane Alps and the Tyrrhenian Sea. Surfsuit Co. managed the schedule of surf-related activities on behalf of Koba Group, the agency in charge of the event's production.
SOLUTION
The main goal was to create a narrative of Italian surf culture encoded in the mood of Wheels & Waves, which focuses for the surf part only on classic and retro style, leaving out performance. Due to insufficient weather and sea conditions, it was not possible to hold the Duo Log Surf Contest, a non-competitive surfing competition in pairs, but all the activations created within the village found excellent results in terms of audience involvement. Specifically, Surfsuit Co. created on the Lido di Camaiore pier an exhibition of photos and surfboards representing the history of local surfing, a series of live shaping performances and the surf cinema, a cultural moment with the screening of surf films and interviews.