The first Italian edition of a festival that unites motorcycle, surf and skate enthusiasts in style.
PERIOD OF TIME
Event Management, Content Creation
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.
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.
The project in numbers
The first Wheels & Waves Italy edition has been a success. 5000 payers over 3 days, concerts, test rides, live performances and a boundless amount of stylish characters give us hope for next year. See you in 2023!