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Sports Illustrated

Sports Illustrated 60th Anniversary Set

Fabrication
Ideation
Event

In honor of Sports Illustrated Swim's 60th Anniversary, we created an immersive mirrored wall featuring iconic SI covers. The VIPs and models were surprised by their past covers, shared memories and created stunning visuals in this dynamic, interactive set.

A woman in a flowing beige gown sits on a reflective floor in a room completely covered in a collage of images. The images on the walls are vibrant and feature various Sports Illustrated Swim covers with a variety of poses, beach scenes, and swimsuits, creating a colorful and dynamic backdrop. The woman's elegant dress contrasts with the lively, casual feel of the Sports Illustrated covers, and her thoughtful pose adds a serene, contemplative mood to the scene. The reflection of the SI covers and the woman on the floor enhances the visual depth, making the room appear almost surreal.

Results

The Sports Illustrated set was so iconic that it became the star of another activation in the same year, repurposed to spotlight other SI icons including Olympian and internet sensation Ilona Maher. The team wanting to repurpose the show-stopping set showcased the versatility and impact of our design, proving its ability to elevate any activation and leave a lasting impression on those who visit it.

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Strategy

For Sports Illustrated's diamond anniversary, we aimed to blend nostalgia with modern interactive content. The mirrored wall not only highlighted 60 years of iconic sports history but also invited models to engage with their own past covers. By capturing their reactions and reflections on these milestone moments, we created a unique experience that resonated with both the models and fans, generating excitement around SI’s legacy.

Process

The process began by curating a selection of Sports Illustrated's most iconic covers from the past six decades. We designed a mirrored wall to reflect both the covers and the models interacting with them. During the event, SI cover models explored the wall, discovering their own features and sharing behind-the-scenes stories from their shoots. Our team captured these moments through stills and video, producing stunning visuals and compelling interview content that paid tribute to SI's impact on sports and culture.

A mock up of a set featuring a mirrored floor and a collage of over 100 Sports Illustrated Swim covers. A model poses in the middle to show the set to scale.
Initial render of the set concept from our design team, illustrating the reflective floor to allude to the timeless and endless SI brand and iconography
A woman in a shimmering silver off-the-shoulder gown stands in a room covered with vibrant swimsuit model photographs. She is blowing a kiss toward the camera, adding a playful and charming touch to her pose. The metallic fabric of her dress contrasts with the colorful beach scenes on the wall, creating a striking visual effect. The glossy, reflective floor enhances the sense of depth in the image, mirroring both the woman and the surrounding photographs, giving the entire scene a glamorous and eye-catching vibe.
Kate Upton stands in a strapless, flowing beige gown confidently in front of a wall covered with vibrant SI Swim covers. The gown features a structured corset-like bodice and a high slit, adding an elegant yet modern touch. Her long, wavy blonde hair cascades over her shoulders, and she accessorizes with a delicate necklace. The colorful covers behind her create a lively backdrop, contrasting with her neutral-toned dress. The reflective floor mirrors her and the images, adding depth and a dynamic feel to the scene.

Results

The Sports Illustrated set was so iconic that it became the star of another activation in the same year, repurposed to spotlight other SI icons including Olympian and internet sensation Ilona Maher. The team wanting to repurpose the show-stopping set showcased the versatility and impact of our design, proving its ability to elevate any activation and leave a lasting impression on those who visit it.

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