BLU is a global brand looking to connect with a new generation of adult consumers through meaningful, modern experiences.
“This Way Up” was developed as an immersive brand activation that transforms a simple directional symbol into a spatial journey.
“This Way Up” was developed as an immersive brand activation that transforms a simple directional symbol into a spatial journey.
The project explores how physical environments can communicate brand values, guiding people through a curated path that blends architecture, storytelling and interaction. From visual identity to installation design, every element was crafted to create a cohesive and memorable experience that invites users to engage, explore and share.
